Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in