Industry News | September 12, 2000
Koo Koo Roo Launches New Advertising Campaign
Koo Koo Roo, Inc., a subsidiary of Prandium, Inc. (OTC Bulletin Board: PDIM), announced September 11 the launch of a new advertising campaign with the tag line, 'Chicken with exceptional taste'. The campaign also introduces the Koo Koo Roo logo-icon, known as Cluck (TM), as the new official 'spokeschicken' for the company. Cluck will be making appearances in radio, outdoor billboards and in-store.
Koo Koo Roo president Gayle A. DeBrosse commented on the new campaign, saying, ''I am proud to announce the launch of our new advertising campaign. Based on research with our target consumers, we believe our team has created a message that we expect will be effective both in terms of roll-out costs and anticipated results.''
The new advertising campaign, developed by Colby Effler & Partners (signing announced June 6, 2000), will use radio, outdoor billboards, print advertising and in-store merchandising materials to communicates the 'Chicken with exceptional taste' message. In the Koo Koo Roo core market, Los Angeles/Orange County DMA, the media plan will use a combination of radio on several top-rated stations and outdoor billboards in high profile locations near Koo Koo Roo restaurants.
''We wanted to leverage something ownable for the brand to differentiate Koo Koo Roo from the competition. What better way to do this than to use Cluck and the Koo Koo Roo signature products,'' said Rick Colby, president and executive creative director of Colby Effler & Partners.
During this launch, Koo Koo Roo will feature their signature Original Skinless Flame Broiled Chicken by offering consumers a special price on their most popular meal—Original Skinless Flame Broiled Chicken Breast, choices of two side dishes and beverage for $5.99.
Known for its proprietary Koo Koo Roo Original Skinless Flame-Broiled Chicken®, Koo Koo Roo positions itself as an alternative within the casual dining and take-home meal replacement market. Other menu selections include Koo Koo Roo's savory country herb and garlic rotisserie chicken, fresh roasted hand-carved turkey, the Chargrilled Chicken Chop bowls, hearty soups, crisp garden salads, sandwiches and a cornucopia of delicious, freshly prepared side dishes.
The Koo Koo Roo restaurant concept began in 1988 and now operates 44 restaurants. Prandium operates a portfolio of full-service and fast-casual restaurants including Koo Koo Roo, Hamburger Hamlet, and Chi-Chi's in the United States and also licenses its concepts outside the United States.
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