“Think With Your Stomach” Campaign Announces a Reawakening of D’Angelo As The Brand Attempts to Appeal to a Wider Audience
BOSTON, MA (October 10, 2012)– Building on the momentum it created with Papa Gino’s new “Let’s Eat” advertising campaign, Allen & Gerritsen recently initiated an innovative new multi-channel campaign for the company’s sister brand, D’Angelo Grilled Sandwiches. The goal of the new advertising is to reawaken the D’Angelo brand and attract a wider range of consumers. By focusing on the quality of its grilled sandwich offerings, D’Angelo is emphasizing the aspects of the brand that matter most to milennials like customization, authenticity, and flavor choice. This represents the brand’s first major advertising push since naming Allen & Gerritsen as its agency of record in December 2011. D’Angelo is one of the most acclaimed sub sandwich chains in the U.S., with 168 locations across New England.
A new tagline, “Think With Your Stomach,” sets the tone for the campaign, appealing to the notion that D’Angelo builds a better sandwich, and that people have the right to choose sandwiches that are grilled rather than microwaved, hearty and filling rather than exotic and faux-hip, and made by real people without an assembly line. The provocative messaging challenges people to focus on ingredient quality by performing “sandwich interventions,” in which concerned friends, family members and co-workers implore loved ones to avoid falling prey to “steak out of a warming tray” or “subs out of a microwave.” The campaign will feature branded intervention videos posted to digital channels including Hulu, YouTube and Spot Exchange, as well as radio spots on internet music sites like Pandora. Terrestrial radio spots, digital advertising and newly designed menu boards are also included in the campaign.
In addition, the Allen & Gerritsen Brand Experiences team will be inviting audiences to participate in their own sandwich interventions at major events throughout the fall. The street teams will hold “Tweet & Meats” where they will hand out samples, “Think With Your Stomach” t-shirts and $2.00 coupons, and provide opportunities for participants to create their own sandwich intervention messages on a green-screen that they will be able to find, download, and share socially via the new www.sandwichintervention.com microsite.
"We recognized that it was time for the D’Angelo Grilled Sandwich brand to evolve our offerings to attract a larger and more diverse audience, and “Think With Your Stomach” does just that,” said D’Angelo Chief Marketing Officer Pete Bell. “By shining the light on our products in an innovative and edgy way, we believe Allen & Gerritsen has tapped into something unique that both current and new customers will appreciate and gravitate toward."
"This campaign is really about an us-versus-them mentality, and points out the nonsense that inhibits the making of a great sandwich,” said Allen & Gerritsen Chief Creative Officer Gary Greenberg. “’Think With Your Stomach’ speaks to the sandwich fanatics out there, and gives them permission to choose food with substance, heartiness, and real taste over cheap and quick alternatives. It's definitely provocative, but it has a playfulness that is consistent with the new look and feel of the D’Angelo brand."
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About Allen & Gerritsen
Allen & Gerritsen (a&g) is a 27-year-old advertising agency with an entrepreneurial spirit. Always focused on what’s next, we view the agency as a lab, incubating ideas to build business (including our own media channels like #Techi). a&g is ranked number one by Advertising Age a Best Place to Work Top 50 Independent advertising agencies in the US and named a Best Place to Work in Massachusetts by both the Boston Globe and the Boston Business Journal. Our client roster is comprised of a mix of consumer and BtoB brands, including: The Boston Celtics, Bright Horizons Family Solutions, Comcast, D’Angelo Grilled Sandwiches, Hornsby’s Hard Cider, Kamik Footwear, MFS Investment Management, Ninety Nine Restaurants, Papa Gino’s, Partnership for a Drug Free America, Raymond Corporation (a division of Toyota Industries Corporation), Toy State, Waters Corporation and Zildjian.
About Papa Gino’s Inc.
Papa Gino’s, Inc.
Based in Dedham, Massachusetts, Papa Gino’s, Inc. is the parent company of Papa Gino’s and D’Angelo Grilled Sandwiches. Papa Gino’s, Inc. operates more than 370 company-owned and franchised Papa Gino’s, D’Angelo and dual-location restaurants and employs more than 5,000 people. Both D’Angelo and Papa Gino’s are committed to providing high-quality products, attentive service, clean, convenient, attractive restaurants, and a premium value experience for every guest. The company culture, which is characterized by its values, a strong work ethic and the fair treatment of people, includes a large number of people who have spent their entire working lives in these restaurants, keeping the passion for excellence alive. For more information about Papa Gino’s, Inc. and its brands, please visit www.papaginos.com
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