‘Try-It’ Guy Touts New Combo in Sizzler Ad

LOS ANGELES Kovel/Fuller introduces Sizzler USA’s Big Appetite Combo meal this week with a TV spot that continues to use its intrusive “try-it” guy.

The 30-second spot has the “try-it” guy interrupting a wrestling match as he hops into the ring and offers a sampling of the steak, ribs and shrimp platter, which sells for $9.99. As the wrestlers and audience members taste the food, the audience begins to chant, “Ribs, steak and shrimp.” One of the distracted wrestlers cheers while the other grabs a garbage can and knocks him down with it. The ad retains the tagline, “So good. So Sizzler.”

“We decided we had to continue doing something that didn’t fall into the malaise of food advertising that has pretty shots of food with music playing,” said agency chief creative officer Lee Kovel. The shop, which wanted to show the platter being consumed by people with hearty appetites, discovered through research that many Sizzler customers are wrestling fans, he added.

The spot is running in California and Utah, said Kovel. Initiative Media in Los Angeles handles media buying for the Sherman Oaks, Calif.-based client.

This is the second commercial in a campaign that launched in July. The first spot touted the restaurant chain’s St. Louis BBQ Ribs. Kovel/Fuller, which picked up the account in May 2002, is charged with reinvigorating the brand. The shop also wants to lure a younger audience to Sizzler. The chain’s current demographic is adults ages 25-54, but it is hoping to attract 18- to 34-year-old consumers, Kovel said.

Sizzler spent more than $10 million on advertising in 2002 and about $6 million through July of this year, according to Nielsen Monitor-Plus.