GMO Bows Ads For Revamped Boston Market

Goldberg Moser O’Neill here is handling creative duties for the launch of a test restaurant for Boston Market, after losing a key national assignment from the client to a rival shop.
GMO broke a regional radio campaign last week for the opening of an expanded Boston Market restaurant in Charlotte, N.C., according to officials at the Golden, Colo.-based client. Teaser newspaper ads by GMO began running at the end of July, and local TV ads are slated for early October, said Boston Market representative Jeff Beckman. Billings are undisclosed.
A second restaurant in Charlotte is scheduled to be converted to the new format by mid-September. “Based on consumers’ reactions to the expanded offerings as well as the response to the print and broadcast ads,” the company will decide how to adapt existing outlets, what type of new restaurants to open and how best to promote them, explained Beckman.
It is unclear whether GMO or Suissa Miller in Los Angeles, the client’s lead agency, will create ads for the expanded restaurants after the test phase; however, sources said the assignment is likely to go to Suissa Miller. Executives at both shops declined comment.
The reconfigured restaurant offers two new self-serve sections in addition to the chain’s usual offerings. One area features salad fixings, pasta dishes and other chilled items. The other offers premium desserts and gourmet entrees that can be heated at home.
GMO ads call the revamped outlet “the ultimate Boston Market” and uses the tagline: “You’ll never cook again.”
Suissa Miller beat out GMO to win national creative duties for the client’s overall product line last month [Adweek, July 28]. Previously, the shops shared portions of the estimated $70-80 million business.
The new products offered in the test restaurant are supplied by Atlanta-based Harry’s Farmer’s Markets, which Boston Market’s parent company recently bought a stake in. –with Jim Osterman