Fast Food May Return to Fallon

Long John Silver’s Would Be Shop’s First Since Arch Deluxe
CHICAGO–Fallon McElligott appears poised to re-enter the fast-food arena.
The Minneapolis shop last week was in negotiations to take over creative duties on Long John Silver’s estimated $35 million advertising account, sources said.
The agency is expected to win the account after a review that came down to Campbell Mithun Esty in Minneapolis and the Chicago and Santa Monica, Calif., offices of Rubin Postaer and Associates, sources said. The review was conducted by Select Resources International in Los Angeles.
The Lexington, Ky., client parted ways with Doe-Anderson Advertising and Public Relations in January. Temerlin McClain in Irving, Texas, has been creating advertising on a per project basis in the interim. Both agencies were invited to pitch the account; Doe-Anderson declined, and Temerlin was cut in an earlier round.
Officials at Fallon declined to comment on any negotiations with the client. Long John Silver’s officials could not be reached.
The win would mark the shop’s return to the fast-food business since it parted with McDonald’s in 1997 following the ill-fated introduction of the adult-oriented Arch Deluxe.
Fallon’s work, which included TV spots showing Ronald McDonald at a disco, playing golf and shooting pool, was widely derided. Outdoor and print advertising featured black-and-white photos of children comparing the sandwich to spinach and cauliflower. The work was tagged, “The burger with the grown-up taste.”
Fallon subsequently pursued creative duties on Domino’s $80 million account. Long John Silver’s finalist CME prevailed in that pitch, but lost the business last year.
Long John Silver’s was purchased in September by A&W Restaurants, forming Yorkshire Global Restaurants. The chain has a new chairman, chief executive officer and director of marketing. Fitch Inc. in Ann Arbor, Mich., handles advertising for A&W Restaurants.
Long John Silver’s most recent advertising from Doe-Anderson featured a pair of cartoon goldfish, Gus and Eddie, and the tagline, “Can’t resist that crunchy stuff.”
Media duties are expected to remain split between Empower Media in Cincinnati and Active Media in Atlanta. Long John Silver’s spent nearly $26 million on advertising last year, according to Competitive Media Reporting. K