PGC Advertising in Dallas has launched the first new television campaign in two years for client Bryan Foods with three commercials airing on a spot basis in 24 Southern U.S. markets.
The ads tout Bryan hot dogs and lunch meats as well as a new line of ready-to-heat meals called Family Dinner Pies produced by the West Point, Miss.-based subsidiary of Sara Lee.
Billing figures for the campaign were unavailable. Bryan spent $2.9 million in major media during 1996, according to Competitive Media Reporting.
"They are vignette-driven spots, where the concept is food, family and fun," said PGC Advertising principal and executive creative director David Allen. "It's more of a snapshot of life in the South."
Each ad pictures idyllic scenes of outdoor cookouts and family get-togethers buoyed by servings of Bryan offerings. Taglined "The Flavor of the South," the spots also present product-specific pitches by Sara Lee senior vice president George Bryan (son of company founder John Bryan) and his son, Bryan Foods president and chief executive officer John Bryan III. "At Bryan, we think there's a lot to like about living in the South," George Bryan says in one ad.
In creating the campaign, Allen received a copywriting assist from former PGC creative chief Jud Chapin, now serving as a consultant to the shop. Allen said the agency recorded two versions of the song, "That's What I Like About the South," as musical accompaniment in the spots.
Besides Bryan, PGC handles assignments for other Sara Lee-owned products: Mr. Turkey, R.B. Rice, Rudy's Farm Sausage and State Fair Corn Dogs. The agency also provided spot television and promotional support this spring for Sara Lee's launch of Today's Selection home replacement meals.