Fogarty Klein & Partners this week breaks its first campaign for Saltgrass Steak House after topping two other Houston agencies for the account last November.
Print, outdoor and radio advertising, premiering in conjunction with the Houston Livestock Show & Rodeo, introduces the new theme, "Texas to the bone."
The print and outdoor executions feature colorful illustrations of cowboys by artist Dennis Ziemienski. One ad positions the client against a competitor, Outback Steakhouse. Copy notes, "Texans choose Saltgrass on top and Outback down under."
A radio execution relives the days when cattle were driven to the Texas Gulf Coast to graze on saltgrass--known to produce high-quality beef.
"Saltgrass Steak House epitomizes the setting of the real Texas saltgrass trails," said Fogarty president and chief creative officer Tom Monroe. " 'Texas to the bone' brands the restaurant to that rich Texas history and is a true description of the experience and quality."
Houston-based Saltgrass has eight restaurants in Houston, San Antonio and Dallas. It has also tested another concept, Denis' Seafood, in Houston. Company president Bill Osterhout said last year that additional seafood-themed units will be added under a different banner.
To earn the account last year, Fogarty beat fellow Houston finalists Black Rogers Sullivan Goodnight and Ogilvy & Mather. The account had previously been served by Coleman & Coleman in Houston. Coleman was the chain's first agency of record for less than two years.