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Detroit Big Boy Restaurants International will break a new multimedia branding campaign Monday showing the Big Boy character in lighthearted, unexpected life situations, the company said.
The advertising campaign from Simons Michelson Zieve Advertising, Troy, Mich., introduces a “Big Boy is part of your life” theme and an “Ohhh Boy!” branding hook. A series of radio and TV commercials will begin airing in Michigan and Ohio markets from March 3 through April 19.
New lunch and dinner menus for the Warren, Mich, restaurant chain also carry the Big Boy theme.
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