Bonding at Bennigan’s

New Doner Ads Suggest ‘Let’s Get Together’
DETROIT–In its first brand positioning work for the Bennigan’s casual dining restaurant chain since winning the account two and a half years ago, Doner introduces a new theme designed to make a greater emotional connection with consumers.
Developed by Doner’s Cleveland and Southfield, Mich., offices, the campaign uses the tagline “Let’s get together” to encourage consumers to reconnect with friends and family at Bennigan’s.
“It’s also a call to action, inviting customers to get together with Bennigan’s,” said David DeMuth, Doner executive vice president and general manager.
The campaign includes two 30-second TV spots, along with radio, outdoor, print inserts and point-of-sale materials. One of the TV spots aired briefly in support of a St. Patrick’s Day promotion, but otherwise the media flight for both begins April 19 on national cable stations, including Comedy Central, and during spot buys in the restaurant chain’s top 11 markets.
The work is unusual in that most casual dining advertising is menu- or promotion-oriented, said John F. Beck, Bennigan’s marketing vice president. The TV spots use the first 23 seconds attempting to connect with consumers, and only the last seven explaining a specific promotion.
The campaign is the first step in a five-year brand positioning plan. Past efforts were “somewhat scattered and disconnected,” Beck said.
Bennigan’s spent $3.6 million on advertising in 1998, according to Competitive Media Reporting.