Swiss Chalet has gone back to familiar tag line territory for its latest television advertising.
A spot called “Recruitment” ends with the line “Always so good for so little,” which the company put aside in the late 1990s in favour of “Life should taste as good as Swiss Chalet.”
Last year the restaurant chain, which is owned by Cara Operations, began using “Family happens at Swiss Chalet” to wrap-up its consumer messaging.
Mark Daprato, vice-president of marketing for the brand, said that campaign performed well but the older tag had greater “resonance.”
“We really believe the product is so good for so little,” Daprato said. “There’s a value equation to that we want to stand behind.”
“Value” has been a word often used by advertisers since the recession began late last year, as many are eager to show their products are money well spent at a time when consumer spending has declined.
However, Daprato said his first consideration in changing the tag line was future brand health.
“If it fits, all the better. But it was almost insignificant in our decision making… we’re looking at the future of the brand.”
The old slogan actually first reappeared in June in print creative for the “Summer Sensations” limited time offer.
The “Recruitment” spot from BBDO Toronto marks its broader television reintroduction.
The ad shows a new employee touring the kitchen with his manager, who shows him freshly made french fries and dipping sauce. Presumably overcome by the offering, the new recruit vanishes, only to be seen ordering food at a table.
Daprato said more broadcast and online work is expected in the coming months.
