Grant Debuts Outdoor Ads for Noah’s

SAN FRANCISCO Grant, Scott & Hurley here has some fun with the word “schmear” in an outdoor campaign that portrays Noah’s Bagels as the best destination for breakfast food.

The effort breaks in markets such as Los Angeles, San Francisco, San Diego and Portland, Ore., this week, said Brian Hurley, account director and partner at independent GSH.

Posters boast old-time fonts and retro design elements, showing men making pro-Noah’s proclamations through bagels, as if they were bullhorns. In one, copy over a scene of cable cars features one man shouting, “Noah, Noah, he’s our man, if he can’t schmear it, no one can.” Copy on another execution reads, “Our breakfast schmears their breakfast.”

Noah’s Bagels has spent less than $1 million annually in measured media in recent years, per Nielsen Monitor-Plus, though the advertising budget is expected to rise this year.

This is the shop’s first campaign for Noah’s in Alameda, Calif., which is owned by New World Restaurant Group of Denver. The San Francisco agency has also done in-store creative for the client, but this is the first major outdoor effort. The campaign will also include some radio spots, Hurley said,

GSH won the Noah’s business in October following a review [Adweek Online, Oct. 11, 2005]. Independent Butler, Shine, Stern & Partners in Sausalito, Calif., had resigned the account.