In a bid to claim market share from Tim Hortons, Starbucks and McDonalds, Country Style has released a new campaign focused on its all day breakfast.
Billboards with taglines such as “Breakfast time is whenever you’re reading this,” and “It’s never too late for bacon” drill home the idea that Country Style is the best destination for eggs and bacon outside of the a.m. hours.
Prior to this campaign, Country Style’s ads focused on its sandwiches, but the company decided to switch its focus after being presented with a business case by LG2, which became the restaurant’s agency of record in October.
“For us, it was a glaring opportunity, but it took a big leap of faith on their part, because they’d invested in the bistro positioning,” said Jason Chaney, vice-president of strategy at LG2. Chaney said it’s essential in the crowded quick service and coffee market to convey something that sets you apart from your competitors.
“You have some pretty large, global brands – and Tim Hortons, a North American brand – with some deep budgets that can outspend you.”
LG2 also redesigned the restaurant’s point of sale materials, menu boards and other packaging to reflect the new positioning. Chaney said the agency used blue and yellow (nods to the sky and sun) and took inspiration from contemporary country-style wallpapers and textiles for the store design.
Media for the campaign, which also includes several radio ads currently airing on CKFM FM and CHUM FM in Toronto as well as stations in Ottawa, Peterborough, North Bay, Kingston and Barrie was handled by Catalyst 4 Media Marketing.
Update: This story originally referred to Country Time, not Country Style. Marketing regrets the error.
