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Applebee’s pushes its “America’s favorite neighbor” positioning in a debut campaign from Foote, Cone & Belding that plays off the casual eating chain’s American-style food.
“As American as Applebee’s” is the tag. The first spot, bowing Feb. 13, combines the new brand position with a promotion for sirloin skillet meals.
The ad shows cowboys on horseback and around a campfire to back the skillet meals. Future spots could use similar regional imagery, said Karen Eadon, client senior vice president of marketing.
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