SSC Introduces Steakhouses in B'ham | Adweek
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SSC Introduces Steakhouses in B'ham

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ATLANTA Sullivan-St. Clair has launched an advertising campaign for its newest client, Santa Fe Cattle Co., the agency said.

The independent Mobile, Ala., shop landed the account without a review by presenting ideas to the company after reading of its plans to expand. There was no incumbent. The Nashville, Tenn.-based company previously produced advertising internally.

The campaign will support the launch of two restaurants in Birmingham, Ala., with print ads in the Shelby County Reporter, a weekly newspaper in Birmingham. Outdoor, direct mail and new Web site are scheduled for introduction early next year.

"Sullivan-St. Clair's timing was just right," said Danny York, president of parent company Southern Restaurant Group. "We were in the process of opening up two new locations in the Birmingham area when the agency approached us. They brought us some really attention-getting creative."

The campaign departs from the usual close-up shots of juicy steaks and puts the focus on the people who eat steak. "For the love of beef" is the tagline.

"A Santa Fe Cattle Co. patron doesn't want tofu," said Rich Sullivan Jr., president of the shop. "He wants a steak or a big slab of ribs."

SRG operates seven of the steakhouses in four states: Tennessee, Kentucky, Indiana and Alabama. The company also operates the Princeton Grille, Merchant's and Mere Bulles restaurants.