By Glen Fest
DALLAS–After a five-year absence, Furr’s/Bishop’s of Lubbock, Texas, is returning to television marketing with a three-spot, 20-market campaign from Levenson & Hill in Dallas.
The 108-unit cafeteria chain is looking to reassert its presence in markets like Dallas, Albuquerque, N.M., and Oklahoma City under new chief executive officer Ted Papit, a restaurant industry veteran who previously worked for Unigate.
‘The company was going through a very serious financial restructuring’ under previous management, said vice president of marketing Danny Meisenheimer. ‘The plan was to maintain the status in the core markets, and now we’re turning our attention to the future in a much more aggressive manner.’
To take on cafeteria-style competitors such as Luby’s and Golden Corral, Furr’s is promoting itself in both a value- and choice-oriented fashion. Billings were undisclosed.
In a spot titled ‘Minister,’ viewers are introduced to a pastor accustomed to routine (same clothes, same job, same ‘boss’) who goes to Furr’s for variety.
Another ad features a hungry softball player who crashes through a Furr’s logo on the outfield wall in pursuit of a fly ball. He eventually makes the catch while arriving at the cafeteria to enjoy a home-style meal for less than $6.
A third execution featuring an elementary school student focuses on menu variety. The new tagline used in all spots is: ‘Imagine more. Pay less.’
The Bishop’s name is substituted in the same three spots geared at the company’s Iowa markets.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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