In its first work for Country Kitchen restaurants, Lindsay, Stone & Briggs in Madison, Wis., attempts to capture a down-home flavor with several spots shot in farm settings.
A new campaign that broke late last month in three Midwest states debuts a new tagline for the chain, "It's different in the country."
LS&B was awarded the Country Kitchen account in October. The win occurred after a previous review was derailed when the chain's largest franchisee group, the Kitchen Investment Group of Madison, purchased a chain from Carlson Hospitality Worldwide in Minneapolis.
LS&B's assignment was not limited to advertising. The agency is also working with franchisees on new decor for the 250-unit chain, as well as redesigning and writing a new menu.
The first of three planned TV spots, each of which will focus on a specific food promotion, features a man sitting in a barn tossing an egg.
"My wife thinks I'm crazy, but I love these compact little beauties," he says. "Scrambled, fried, hard-boiled, soft-boiled, sunny-side--I love eggs. And the best thing is, they're easy to juggle."
The man, of course, proceeds to drop an egg. "I guess you shouldn't play with your food," he says. While ending with food shots promoting an omelet special, the commercial focuses more on the country feel the restaurant chain hopes to evoke.
"Country Kitchen lost a lot of its meaning over the years," said Harvey Briggs, creative director for the campaign and a managing parter at LS&B. "This is a return to showing what it does best, real country food.