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NEW YORK Romano’s Macaroni Grill will address the growing legion of low-carb dieters and try to distance itself from the competition with a campaign that stresses the grilled part of its menu versus its carbohydrate-loaded pastas.
Television commercials, via GSD&M in Austin, Texas, will run on national cable and spot TV in six-week cycles. Radio and point-of-purchase support. “Everything you love about Italian” is the tagline of the estimated at $20 million campaign.
The first 30-second spot is a high-energy collage of chefs flipping meats on the grill and smiling patrons enjoying themselves, set to what can best be described as a techno-opera soundtrack.
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