This summer, Swiss Chalet is bringing one of its fry trucks to a region near you. The food franchise is making its fries and sauce the feature attractions of its Fresh Impressions Tour, which launched Friday and runs until the end of August.
The campaign is designed to drive sampling, trial and frequency with three trucks rolling across Canada. The campaign targets young families and young adults with messaging of Swiss Chalet’s quality, freshness and variety of menu options, according to Doug Milne, vice-president of marketing for Swiss Chalet.
“Everyone is pretty aware of our iconic brand. We wanted to get out there and let people experience the home-prepared, fresh way we make our fries and our sauces.”
Guests will receive coupons and a chance to win free meals at Swiss Chalet’s bricks-a-mortar locations.
The campaign media buy includes a TV spot that launches with the Olympics tonight and will run for several weeks, a radio spot that launched this week, and a national flyer drop next week. Online engagement components include Facebook, Twitter and blogger outreach.
BBDO, Swiss Chalet’s agency of record for six years, was responsible for the TV, radio and flyer creative. Mosaic, which won the restaurant chain’s experiential marketing mandate this spring, is leading much of the program administration, truck creative and point-of-purchase materials.
A public relations campaign that features comedian Jessica Holmes was handled by Edelman.
