Entitled "You Will Eat at Schlotzsky's," the new campaign issues a mock subliminal message to continue to build brand awareness and distinguish its products.
Schlotzsky's hopes to have hungry folks nationwide laughing all the way to their stores. "We listened to consumers, and they told us they wanted to see the product. However, we still feel humor is the best vehicle for us to showcase our food in a way that sets us apart from other quick service campaigns," said Lee Applbaum, vice president of marketing for Schlotzsky's. Applbaum added that the ads reflect a more adult, sophisticated positioning.
For the second year in a row, McGarrah/Jessee of Austin, Texas, handled the creative, producing a series of seven, fifteen-second spots. The ads were directed by award-winning cinematographer Bruce Nadel of OneSuch Films of New York.
During the first flight, which runs from March 6 to April 16 the ads can be seen on top tier programs and hot new shows this year such as Who Wants to be A Millionaire, Will & Grace, The Today Show, Frasier, Providence, West Wing, The Tonight Show with Jay Leno and 60 Minutes. Two additional flights?one in the summer and another in the fall?are scheduled for 2000.
The 2000 campaign signifies the transition from last year's inaugural national network advertisements that were focused on building the brand's image. This year's spots focus on specific products like Schlotzsky's pizza and the light and flavorful sandwich category, as well as the "Original" sandwiches. "Our goal is to make Schlotzsky's Deli a household name so when consumers are deciding where to go for lunch, it is on their short list of preferred restaurants," added Applbaum.
The 2000 national campaign, will cost up to $13 million and will be supported by local regional media including TV, radio and print advertising.
Schlotzsky's Inc., founded in Austin in 1971, is a franchisor of quick-service restaurants featuring made to order sandwiches served on distinctive sourdough bread, along with pizzas, salads and soups. As of Dec. 31, 1999, there were 759 Schlotzsky's restaurants operating in 37 states, the District of Columbia and 12 foreign countries.