French Toast gets a new, streetwise image in a TV and print campaign set to break next month from Needleman Pilla Advertising, New York.
Agency principals Philip Pilla and Bob Needleman said their research indicated that consumers thought the client was long on quality, short on fashion statement and popular in urban areas.
The new campaign, therefore, will be customized, city by city, highlighting neighborhood style. Harlem and the Lower East Side are named in the first TV spot (shown). In the ad, kids are seen rapping, double-dutching and playing hoops. The new tagline: "Changing the look of the city."
"Instead of showing kids from Connecticut," Needleman said, "we wanted to show inner-city and urban kids acting in real situations."
The $4 million campaign is the shop's first work for the client.