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Joey’s Only wants Canadians to know it is the country’s largest seafood restaurant chain and has launched its first national radio campaign to get that message out.
Calgary-based Joey’s Only has 85 restaurants from B.C. to Ontario, says Kathy Campitelli, the chain’s vice-president of marketing, but consumer research indicated Canadians weren’t aware of the company’s size and scope.
The awareness campaign uses the tag line: “We’ve set a place for you at Joey’s” and features a character named Joey humorously answering mail from customers and telling stories of his own adventures.
“The spots are done in a friendly, approachable style and talk about our history and about our being Canadian,” says Campitelli. The nostalgic spots are aimed at customers in the 45 to 64 year-old demographic. “We chose radio because it has the ability to reach customers at times when they’re making dining decisions, such as in the car after a busy workday.”
This is the first national campaign in the company’s history. Previous campaigns were the responsibility of individual franchisees. The spots will run for 43 weeks in most markets and for 52 weeks in the key markets of Calgary, Edmonton, Winnipeg and Ottawa.
The brand awareness campaign, from Calgary agency Tag, is supported by point-of-purchase marketing materials that emphasize the company’s history and values.
