A new campaign from Big Ads for a small Northwest burger chain is emphasizing the company's "localness" to compete with its behemoth competitors.
New TV and print ads convey Burgerville's message of using only fresh, locally produced ingredients.
"In the past, we've emphasized only the quality of the ingredients," said Joel Thomas, the Portland, Ore., agency's vice president and creative director. "In this campaign, we're highlighting the freshest and best ingredients, as well as the fact that they are produced
A 30-second TV spot (shown here), airing throughout the summer in Portland and Vancouver, Wash., features youngsters from Portland-area schools in a mock school theater production. The kids point out Burgerville uses Fulton beef, Tillamook cheese and Steinfeld's pickles. A large pair of red clown legs suddenly appears from stage right. "Oh no! A big corporate burger giant," screams one child. "Get a rock." The clown backs off and the children cheer.
The tagline is, "Where you go when you know."
- Angela Dawson