It’s Bonhomie for Bennigan’s

‘Get Together’ With Friends, Family Is Theme
DALLAS–Bennigan’s, a unit of Dallas-based Metromedia Restaurant Group, has introduced a new national advertising campaign that invites consumers to “get together” with friends and family at the hospitable eatery.
A new broadcast and print initiative through lead agency Doner in Cleveland has been launched with slice-of-life vignettes of people joining each other for food and beverages at Bennigan’s.
“They’re your friends, your family. The ones you wish you could spend more time with . . . so we’ll help make the most of it,” a voiceover states in two 30-second television executions.
The theme is: “Let’s get together.” Billings were undisclosed.
“Rather than being simply menu-oriented or promotional in its focus, the message in our advertising appeals to consumers on more of an emotional level,” said John Beck, Bennigan’s vice president of marketing in a statement.
Doner officials could not be reached at press time.
The campaign also utilizes radio, outdoor, freestanding inserts and point-of-sale materials.
Most of Bennigan’s local market buying and planning for print and collateral is handled by Edge Systems, a unit of Dallas-based Broadwell Marketing Group. Edge is also responsible for three other Metromedia restaurant units: Steak & Ale, Ponderosa and Bonanza.
The national TV spots will air on Comedy Central throughout the year and in select local markets during “peak promotional” periods, according to the company.
–with Tanya Irwin