Blimpie International, Inc. (Amex: BLM – news) announced today the launch of Blimpie Subs & Salads‘ new advertising strategy and campaign. The new strategy will focus on the product at Blimpie as a “good, honest sandwich” and will feature a new tagline-Simply Blimpie. The new TV campaign, which will begin a national flight on March 20, will prominently feature the sandwich and highlight the quality of the menu items offered by Blimpie.

The new Blimpie campaign was created around consumer research which revealed that people ate at Blimpie because they make a “really good sandwich” and because the products are “honest.” Tony Conza, founder of Blimpie International, will continue to be the spokesperson for the Blimpie brand. Vice president of marketing, Courtney Carrasco, said, “The sandwich expert is still involved with our business on a day-to-day basis. Who knows a good sandwich better than Tony Conza-a simple sandwich man for 36 years?” Carrasco added, “The idea behind the new campaign is that because Blimpie sandwiches are ‘good’ and ‘honest’ we don’t need slick advertising to sell them.”

The new strategy is a move away from previous advertising that featured Tony Conza in humorous situations that focused on his passion for the Blimpie product. The new spots feature Tony as a simple sandwich man who feels Blimpie sandwiches don’t need any special advertising gimmicks; they sell themselves.

Kirshenbaum, Bond & Partners in New York City developed the new strategy and new creative with input from Blimpie franchisees and consumer research and also handled the production of the new TV and radio spots.

Headquartered in New York, Blimpie International, Inc. franchises Blimpie Subs & Salads and Pasta Central and is the majority owner of Maui Tacos International, Inc., the franchisor of Maui Tacos and Smoothie Island. Blimpie Subs & Salads, a quick-service sandwich chain, has over 2,100 units operating in locations throughout the United States and in 14 foreign countries. The Company also owns the subsidiary B I Concept Systems, Inc., a professional design and equipment service company.