It's Bonhomie for Bennigan's | Adweek It's Bonhomie for Bennigan's | Adweek

It's Bonhomie for Bennigan's


'Get Together' With Friends, Family Is Theme
DALLAS--Bennigan's, a unit of Dallas-based Metromedia Restaurant Group, has introduced a new national advertising campaign that invites consumers to "get together" with friends and family at the hospitable eatery.
A new broadcast and print initiative through lead agency Doner in Cleveland has been launched with slice-of-life vignettes of people joining each other for food and beverages at Bennigan's.
"They're your friends, your family. The ones you wish you could spend more time with . . . so we'll help make the most of it," a voiceover states in two 30-second television executions.
The theme is: "Let's get together." Billings were undisclosed.
"Rather than being simply menu-oriented or promotional in its focus, the message in our advertising appeals to consumers on more of an emotional level," said John Beck, Bennigan's vice president of marketing in a statement.
Doner officials could not be reached at press time.
The campaign also utilizes radio, outdoor, freestanding inserts and point-of-sale materials.
Most of Bennigan's local market buying and planning for print and collateral is handled by Edge Systems, a unit of Dallas-based Broadwell Marketing Group. Edge is also responsible for three other Metromedia restaurant units: Steak & Ale, Ponderosa and Bonanza.
The national TV spots will air on Comedy Central throughout the year and in select local markets during "peak promotional" periods, according to the company.
--with Tanya Irwin