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New Boston Market Ad Campaign Returns to Brand Roots; Campaign Focuses on Food Quality, Freshnes
***Surely this can't hurt - the last ad campign was horrible!!!***
August 11, 1997 12:00 PM
GOLDEN, Colo.--(BUSINESS WIRE)--Aug. 11, 1997--In a return to its brand heritage, Boston Market(R) launches a new national television campaign today that focuses on the freshness and quality of its meals.
The campaign carries the new tagline "The Food's Always Better at the Market(TM). Boston Market."
"We realize that what consumers love about Boston Market and what distinguishes us from other concepts is our devotion to offering quality, fresh, homestyle meals," said Anthony Wedo, chief concept officer for Boston Market. "Our new campaign is about reminding consumers that Boston Market is the place for incredibly delicious, cravable, homestyle meals."
The ads feature product footage that showcases trademark Boston Market foods, including marinated, slow-roasted rotisserie chicken and rotisserie turkey and made-from-scratch mashed potatoes. The spots end by reminding consumers that meals at Boston Market start at $3.99. "Showing consumers the entry price for our homestyle meals lets them know what a great value our meals are. You can enjoy a tremendous homestyle meal with an entree, two sides and freshly made cornbread for less than $4," said Wedo.
The new brand umbrella campaign launches with 30- and 15-second versions and will debut on all four broadcast networks during popular primetime programs. The campaign was created by the Los Angeles-based advertising agency Suissa Miller.
The new campaign follows Boston Market's announcement in late May that the company would transition its marketing strategy away from a lunch-focused, heavy discounting approach to a campaign that focuses on quality, value and convenience at dinner. That announcement came after realizing that drifting away from promoting the brand's core assets and instead, pursuing a more quick-serve restaurant strategy of heavy discounting had begun to weaken sales momentum in the first quarter of 1997.
The new campaign returns Boston Market's focus to its core brand equities of great, homestyle food by delivering one clear, unified brand message. "We realized we had begun to segment our different product line messages among very diverse consumers and thereby diluted our real message which is great-tasting, homestyle food," added Wedo.
The campaign's new tagline will continue to be featured in additional new Boston Market spots planned through 1997 and into 1998.
Boston Chicken Inc. franchises and operates Boston Market food service stores that specialize in fresh, convenient, innovative meal solutions featuring: homestyle entrees; fresh vegetables; hot, carved sandwiches; salads; and side dishes, including mashed potatoes made from scratch.
Boston Market combines the freshness and quality of traditional home cooking with convenience and value. On July 13, 1997 (the end of the company's second quarter), there were 1,208 Boston Market stores in 38 states and the District of Columbia. |
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