NEW YORK Uno Chicago Grill is hyping more than its signature deep-dish pizzas this summer.
Lobsters are the catch of the day in Uno's "Way deeper than pizza" campaign created by Boston-based Full Contact Advertising to tout the chain's new "Best of Summer" menu.
Five humorous TV spots breaking this week feature talking lobsters with larger-than-life personalities, such as the "tough guy" who asks "You wanna piece of me"? offering no other option than to indulge in a seafood dish.
The commercials break initially in Boston and Providence, R.I., near Uno's New England base of operations, and run through Aug. 30. The new dishes are available nationwide.
"This new summer menu stays true to our core values of serving great food and beverages in a warm, inviting atmosphere," said client CEO Frank Guidara.
Also, the chain's Web site highlights drinks such as "Carolina Lightning" and "Samuel Adams Summer Ale" to draw older crowds in addition to families.
Uno's operates about 200 restaurants in the U.S. and abroad. Ad spending in recent years has been in the $1-3 million range, per Nielsen.