Roma's Is for Men Only -And Other Rib Fibs

DALLAS-Utilizing the humor of a rising sitcom actor, Hadeler Sullivan Ewing here is working to re-brand Tony Roma’s Famous for Ribs away from its “stuffy” image in a new campaign breaking in 15 markets this week.
Four new 30-second spots feature Ken Marino, slated as a new co-star in NBC’s Men Behaving Badly, and will debut the casual dining chain’s attempt to emerge as a “hip, cool place to eat” for the 25-54 category, according to the agency.
Despite strong sales results seen during 1995-96 advertising, Tony Roma’s marketing was challenged by focus-group findings that rendered the chain as a special-occasion, male-oriented restaurant even to rib lovers, according to HSE.