The Old Spaghetti Factory Canada has awarded its marketing business to Kommunity – the first time that the company has gone with an outside advertising agency in over a decade, according to its president and CEO Peter Buckley
“And it’s probably the first time in 25 years that we’ve used an agency to the extent that we are using [Kommunity],” said Buckley.
Kommunity will produce an integrated campaign that will include social media and will use the restaurant locations as a marketing medium.
“Historically, we’ve relied very heavily on radio, and we are of the belief that we are not using our dollars as effectively as we could be,” said Buckley. “We need to ensure as the different means of communication change and evolve that we are not falling behind.”
The restaurant was founded in 1970 in Vancouver and now has 14 locations across the country including locations in Vancouver, Toronto, Calgary, Banff, Whistler and Winnipeg.
Buckley said that while he talked with a few different agencies before deciding on Kommunity, he felt that agency president Scot Keith and his creative team of veterans Alan Russell and former Electronics Arts creative director Lisa Francilia were the best fit.
Keith said that the restaurant chain has a very wide demographic that includes tourists, younger people on a budget and families.
“They really do have a real value proposition for consumers,” said Keith. “When you look at that casual dining market, a lot of restaurants have really gone upscale,” Keith said.
