Cravings Personified: Allen & Gerritsen Breaks New Marketing Campaign for the Ninety Nine Restaurants

  • 12 Apr 2010 4:27 PM
    Message # 324057
    Deleted user
    Cravings Personified: Allen & Gerritsen Breaks New Marketing Campaign for the Ninety Nine Restaurants

    Watertown, MA (April 12, 2010)  Allen & Gerritsen (a&g) personifies those
    food cravings that seem to hang around all day and need to be satisfied in a
    new marketing campaign for the Ninety Nine Restaurants.  In this case, a
    fisherman standing in the kitchen represents one man's craving for panko
    crusted haddock, while a cowboy conjures up a wish for fire grilled sirloin.
    These characters personify some of the new menu items: 9 "Crave-Worthy
    Classics" items debuting at the Ninety Nine Restaurants and star in the
    marketing campaign, which launches today.

    "The campaign stands out in its category, showing guests in a fun way that
    we serve bold creative dishes that are real size entrees for just 9.99,"
    said Brad Schiff, Vice President, Marketing at the Ninety Nine Restaurants.

    From the menu's new look to the website redesign, new radio spots, and a
    return to TV, Allen & Gerritsen set out to shift consumers' idea of what the
    Ninety Nine Restaurants stands for and remind guests why they liked the food
    and the experience in the first place. TV spots will air during popular
    shows such as American Idol and Dancing with the Stars, regional news and
    sports broadcasts and on cable networks such as TLC, Comedy Central, ESPN
    and TBS.

    Promotions such as a sweepstakes to win a trip to see the finale of Dancing
    with the Stars in Los Angeles will amplify the brand experience. The
    Ninety Nine will also bring back its popular Red Sox promotion "Kids Eat
    Free" the day after the Red Sox win (along with the purchase of an adult

    Social media efforts such as Facebook and mobile applications will earn more
    exposure to the brand utilizing the crave-worthy theme.

    "Every aspect of our campaign is a touchpoint to the beginning of a journey
    to experience the Ninety Nine Restaurants, the redesigned menu is just as
    important as the social media or TV," said Catherine Kolodij, Senior Vice
    President, Strategy. "We bring paid, owned and earned media together to
    earn buzz and sell more crave-worthy meals."

    About Allen & Gerritsen

    Always focused on what's next, Allen & Gerritsen (a&g) strategically
    combines technology, creativity, media and analytics to develop digital,
    experiential and traditional branding experiences. Ranked by Advertising Age
    as one of the Top 50 Independent advertising agencies in the US, a&g creates
    conversations and builds connections that contribute to the bottom line.
    Their roster of global, consumer and BtoB clients includes The Boston
    Celtics, Bright Horizons Family Solutions, Bonefish Grill, Hannaford
    Supermarkets, MFS Investment Management, Ninety Nine Restaurants, WBUR,
    Partnership for a Drug Free America, Sears Auto Center, Toy State, Waters
    Corporation and Zildjian.

    About the Ninety Nine Restaurants

    With more than 20 million guests served each year, the Ninety Nine is a
    friendly, comfortable place to gather and enjoy great American food and
    drink at a terrific price. Known for their signature hand-breaded Boneless
    Buffalo Wings, smothered with the Ninety Nine¹s own special sauce, and
    Broiled Sirloin Tips in a special marinade, the Ninety Nine menu has
    something for everyone and offers a wide selection of appetizers, entrees,
    delicious desserts and signature cocktails.

    Owned by O'Charley's Inc., the Ninety Nine Restaurants is New England's
    first locally-based casual restaurant chain, established in 1952 at 99 State
    Street in Boston. Headquartered in Woburn, Mass., Ninety Nine Restaurant
    currently operates 116 restaurants and employs over 7,000 team members. For
    more information, please visit

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