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In new work from The Buntin Group, O’Charley’s Restaurants is dropping its traditional promotion-driven spots for television, radio and print ads that proclaim, “Good food and good times start with O’.”
The first of two TV commercials broke last week on network and cable channels during news and prime-time shows in 26 Southeast and Midwest markets. Print advertising for the Nashville, Tenn.-based chain will begin appearing later this month.
The new branding strategy arises from studies conducted for Buntin by Creative Research in Chicago and by a behavioral psychologist who consults with the agency, said Jamie Dunham, executive vice president of account services at the Nashville shop.
Ads show people preparing for meals in places outside O’Charley’s Restaurants.
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