Kerker attempts to create a stir in regions beyond the stomach with its new campaign for the Buca di Beppo restaurant chain.
The print and radio campaign parodies the overwrought imagery and prose of romance novels in an effort to lure couples to the restaurant, where generous portions and family-style servings bring in large groups.
“It was really an over-the-top way of screaming, ‘For two,’ ” said Chris Preston, creative director at the Minneapolis shop. “We had a good time satirizing one of the country’s biggest industries.”
Outdoor executions copy romance-novel cover art, complete with half-naked men and bustiered women pictured in sweeping embraces, with headlines like, “You’ve done it as a group. Now try it as a couple.” Radio ads offer chapters from the mock book, Amore per Due, replete with lines such as, “Gina, please … taste my noodle.”
The ads will run in 22 markets, including Minneapolis, Milwaukee and Kansas City. The client has also bought space on buildings in heavily trafficked areas, such as Hollywood and Vine in Los Angeles and outside Wrigley Field in Chicago.