Italia/Gal Advertising's first campaign for Shoney's Restaurants since winning the $26 million account in December shifts the client's focus to the quality of its breakfast menu and targets a younger family demographic.
Shoney's is "in the process of elevating the quality of 80 percent of its menu," said Ken Gal, the agency's president and chief executive officer. "The breakfast bar--a Shoney's signature--is the first step."
Two 30-second spots, featuring heartwarming images of American family life, break nationally this week to promote the Nashville, Tenn.-based restaurant chain's "Better than ever breakfast" buffet.
The spots show scenes of families and kids interacting in everyday activities: A mother and son wash the family car, a father instructs his daughter on the fine points of swinging a baseball bat, a couple playfully fight over the TV remote control. Each of the spots includes product shots as well as families having breakfast at Shoney's. "Come back to everything good about breakfast," says a voiceover.
A new tagline, "Come back to what's good," replaces "Classic American food," developed by Shoney's former agency, Bernstein-Rein Advertising, Kansas City, Mo. Early spots in that campaign featured actor Andy Griffith and linked product and price. The chain now hopes to appeal to the "younger and more relevant" 25-49 segment, a client representative said.
Shoney's was No. 2 in sales in the family-style restaurant category in 1996, according to Technomic. Denny's is the market leader.