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Cousins Subs Says Give Grills a Rest

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CHICAGO Cousins Subs' summer advertising campaign takes a humorous approach by using a grill as a character that needs time off.

The campaign, which includes television, radio and print, extends the tagline "Better bread. Better Subs" to include "Better summer." The work is the first combined effort from Noble & Associates, a food marketing agency, and Noble BBDS' Milwaukee office after winning the account following a review, according to Liz Hoffmann, senior marketing manager for the Menomonee Falls, Wis.-based chain.

"Noble BBDS brought to us a very unique experience and Noble's staff of culinary chefs, that was key," Hoffmann said.

Noble's team also handles media duties for Cousins Subs.

Incumbent BVK, Milwaukee, "parted" with Cousins Subs and was not part of the recent review, Hoffmann said.

The campaign also promotes a number of subs the Noble team has created for the summer using spices and high-end condiments, such as Grey Poupon. "Give your grill the summer off," a voiceover says in one spot, whose message is that the subs are so great there is no reason to grill out.

Spending on the campaign was not disclosed. Cousins Subs spent a little less than $1 million on advertising last year, according to TNS Media Intelligence/CMR.