Applebee's Picks FCB

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Foote, Cone & Belding’s office here did “Mind and Mood” consumer research to come up with the three ideas it pitched to Applebee’s International to win creative chores on its $35 million account.
The shop is expected to break a branding campaign this fall that will seek to capitalize on Applebee’s Neighborhood Bar and Grill’s positioning as a “mainstream American restaurant concept,” said FCB Worldwide president Ron Bess, who added that the “You belong at Applebee’s” tagline will be changed.
Karen Eadon, Applebee’s senior vice president of marketing, said the the positioning “will be developed much more richly” in the new campaign.

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