FK&P: First Wave for Capt. D’s

With an emphasis on branding, Fogarty Klein & Partners has launched its first work for Captain D’s since landing the broadcast creative account in April.
The first wave of executions for the quick-serve seafood chain includes a 30-second television spot and 30- and 60-second radio commercials. The new ads began airing last week.
The campaign introduces a new themeline, “Captain D’s Please,” that arose from consumer research and aims to build brand recognition, according to the agency.
The introductory television spot features the theme set to music and showcases the chain’s Buffalo-style fish, chicken and shrimp dinners, priced from $3.49.
Supporting radio commercials also use the new jingle and promote meal specials. Additional executions will be added to the media mix at a later date.
“Captain D’s has a superior product in the quick-service restaurant category,” Fogarty chief creative officer Tom Monroe said. “Our objective is to connect consumers’ cravings for great seafood with Captain D’s.”
The Houston agency was awarded the estimated $4 million advertising account following a review that pitted it against Trone Advertising of Greensboro, N.C., in the final round. Atlanta’s Fitzgerald & Co. withdrew from contention before final presentations.
In its pitch, Fogarty successfully leveraged category experience, including some regional Domino’s work that was later lost in an agency consolidation.
Nashville, Tenn.-based Captain D’s parted ways with its previous agency, Valentine-Radford of Kansas City, in January.
Captain D’s operates 594 units, with a concentration in Birmingham, Ala.; Atlanta; and Nashville and Memphis, Tenn.