Zoo Advertising Breaks Edison Source Effort

Zoo Advertising has launched a new outdoor campaign for its biggest client, Edison Source, a division of utility company Edison International. The campaign, which will run only in California, features the themeline, “How do you want to power your world?”
Zoo, based here, won the estimated $10 million business last September. The new effort promotes Edison’s “Earth Source” program, which allows customers to choose between traditional energy suppliers such as nuclear plants and “green energy” sources such as solar power.
“We also have some TV and radio [ready] for the client,” said Jim Sandy, Zoo’s general manager.
“But we’re waiting for the green light from the state of California.”
Sandy said the California Public Utilities Commission is still setting up its computer system to process requests from consumers looking to switch providers now that power has been deregulated. This “glitch” is keeping Edison Source from moving forward with more advertising, he said.
The outdoor boards feature the face of a pensive-looking young woman. The background is a richly colored evergreen forest. The ads provide a phone number and Web site address for consumers to find more information about Earth Source.
Separately, Zoo was recently awarded the $2-3 million account of Fresh Choice Restaurants, a Santa Clara, Calif.-based salad and pasta bar chain. The other finalists in the pitch were Butler, Shine & Stern, Sausalito, Calif., and one undisclosed agency in the Seattle area. Incumbent Dana Foran Marketing, Sacramento, Calif., was not invited to pitch.
Zoo will break its first ads for Fresh Choice in March. The client operates 53 restaurants in California, Texas and Washington state.