Hadeler Sullivan & Law here has launched a new print branding campaign for Tony Roma's restaurants that aims to tickle the funny bones of rib lovers.
A series of five ads pokes fun at the fanaticism some people have for ribs by offering dining etiquette tips.
All of the ads use a wrinkled napkin with food, lipstick and drink stains as a backdrop for headlines like, "When dining with your spouse, avoid referring to our ribs as 'the best experience of my life.' " Another execution advises, "When defending your slab against covetous rib lovers, always start with the salad fork."
The campaign will run in 15 markets where Dallas-based Romacorp operates 47 company-owned restaurants and will be made available to franchisee groups, which represent 145 Tony Roma's units.
Agency creative di-rector Tom Marcantel said the ads will run throughout the year and were designed to supplement a TV campaign launched last September. That effort included four 30-second spots with sitcom actor Ken Marino.
According to Marcantel, the print campaign uses the same strategy as the TV ads: reinforce Roma's casual atmosphere and downplay misconceptions that it is an Italian eatery or a "restaurant for old guys smoking cigars." --Steve Krajewski