Local TV Deli Goes National

Schlotzsky’s Deli last week unveiled its new $14 million network television campaign, produced by McGarrah/Jessee in Austin, Texas.
McGarrah has produced four 15-second TV spots that comprise Austin-based Schlotzsky’s first national advertising campaign. The client expects its $14 million flight to reach 50 million consumers.
The “campaign has the potential to reach well over 15 times our current customer base,” said marketing director Lee Applbaum, noting Schlotzsky’s has devoted itself to local TV for 15 years.
The client, which operates 750 U.S. locations, expects to spend an additional $6 million in local TV, radio and print. Schlotzsky’s awarded the account to McGarrah/Jessee last January. –Glen Fest