Mr. Rooter Takes His Bows

Hadeler Print Showcases a One-Man Performance
DALLAS-Hadeler Sullivan & Law here plans to launch a new print campaign for residential and commercial plumbing service Mr. Rooter as a prelude to an upcoming broadcast component on the estimated $2 million account.
Four sparsely visual print advertisements break in June issues of trade publications Restaurant Hospitality, Lodging, Lodging Hospitality and Grocery Headquarters. The work is part of a national campaign aimed at the commercial sector for the remainder of 1999.
“Our focus was to make Mr. Rooter stand out as the single most reliable source in the case of [plumbing] emergencies,” said HS&L creative director Tom Marcantel in a statement.
Each ad shows the winking Mr. Rooter character, with humorous copy aimed at particular audiences. Examples are: “A smoking and a nonsmoking section is a good idea. A stinky section isn’t” and “There’s only one thing a butcher hates more than a clog. And that’s a vegetarian.”
“We’re very proud of the series,” said Marcantel, “because it entertains at the same time that it builds trust. And that’s what builds customers.”
HS&L said it plans to follow the print series with a national television campaign. Details on upcoming broadcast work were undisclosed.
Hadeler was hired a year ago as Mr. Rooter embarked on an aggressive expansion plan and added local franchisee funds for national advertising.
Mr. Rooter is the second- largest plumbing service in the country, behind Chemed Corp.’s Roto-Rooter, according to the agency.
The 24-year-old company has more than 200 franchisees in the U.S. and approximately 100 in other countries. Mr. Rooter is part of the publicly traded Dwyer Group, both headquartered in Waco, Texas.