Foundation’s Radio Praises Comfort Waist Pants

NEW YORK Haggar Clothing Co. this week breaks a national radio campaign that pitches its Haggar comfort waist pants to consumers ages 35-54.

The effort, via Foundation, Seattle, will run for eight weeks in November and December with an average of 74 spots per week. The spot will air on national programs including shows hosted by Bill O’Reilly, Charles Osgood, Jim Bohannon and Leeza Gibbons, as well as on programming such as Nascar Winston Cup Races and NFL Sunday Night. Point-of-purchase and Internet will support. Spend was not revealed.

The spots were described as “creative and memorable [to] entice the listener to wear Haggar pants with the comfort fit waist whatever the activity: driving in the car or listening to the game,” according to Dallas-based Haggar Clothing.

“After hearing this radio ad, we expect men and women to walk into retail stores requesting a pair of those comfortable pants from Haggar,” Frank Bracken, president and COO of Haggar, said in a statement.

—Brandweek staff report