New Campaigns

Client: Cucina! Cucina!, Bellevue, Wash.
Agency: Big Bang Idea Engineering, Seattle
Creative Director: Rob Bagot
Art Director: Jason Busa
Copywriter: Mike Peterson
Big Bang Idea Engineering has developed a new campaign for Cucina! Cucina! touting the speedy service of the Italian-themed cafe chain’s newest division, Cucina! Presto! Cucina! Presto!
The 8- to 12-week campaign, with an estimated budget of $500,000, includes radio spots, newspaper ads and outdoor work targeting San Francisco and Seattle. One outdoor ad depicts a jet that leaves trails of rigatoni pasta instead of exhaust. Another ad shows a police officer in hot pursuit of a giant pasta wheel. The copy on both ads reads, “Fast Italian.”
The campaign is aimed at working parents who value healthy, homemade food but don’t have the time to make it, according to Cucina! Cucina! director of marketing Mike Jaglois, who noted that high-quality fast Italian food is a largely untapped market.
The client offers “a new way to get food fast, without it being fast food,” said Bill Grant, president of Big Bang Idea Engineering. “Our mission is to liberate people from horrendous fast-food alternatives,” added agency creative director Rob Bagot. –Sarah Andreotti

Client: R. Torre & Co., South San Francisco, Calif.
Agency: Gardner, Geary, Coll & Young, San Francisco
Creative Director: John Coll
Art Director: Kurt Lighthouse
Copywriter: Lisa Goodfriend
Photographer: Steven Nordstrom
orre & Co.’s Torani flavoring syrups assume a sexy and mysterious image in a radio, outdoor and print campaign recently launched by Gardner, Geary, Coll & Young. Torani bottles are featured on the covers of steamy-looking–and totally fabricated–paperback romance books, which look like posters for B movies from the 1950s and 1960s. The book titles include Soda Jerk, Seduced by Flavor and This Java’s Jumpin’.
The campaign is an extension of GGC&Y’s Seattle-only outdoor effort that broke last year. The new outdoor executions appear on more than 30 bus shelters throughout San Francisco. Print work is running nationally in trade publications such as Coffee Culture and Gourmet Retailer. The agency is also introducing a new Torani flavor, Soda 2000 Pink Grapefruit, through the trade campaign.
R. Torre is the industry leader in specialty flavoring syrups and sells many flavors nationwide under the Torani label. –Jane Irene Kelly

Client: Del Taco, Laguna Hills, Calif.
Agency: Italia/Gal, Los Angeles
Creative Director/Copywriter: Chris Epting
Art Director: Armand Kerechuk, Steve Luftman
Agency Producer: Tracey Davis
Ice hockey fights. A beautiful woman running along the beach. Martial arts. These are the things that occupy the thoughts of young men between the ages of 16-25. Oh yeah, and fast food, too. That’s the foundation of a new campaign for regional fast-food chain Del Taco from Italia/Gal.
“[The campaign] is about the food, but it’s also about other stuff,” said Ken Gal, chairman and CEO of the agency. “It’s about extreme indulgent behavior.” Reinforcing Del Taco’s message that it understands its target consumer is the tag, “We know who you are. We know what you like.”
In one spot, two men battle using martial arts. “If you get a kick out of that, you’ll love this,” says a voiceover, as the scene changes to a shot of a Del Taco’s Obscene Meal, comprised of a Macho Combo burrito, large fries and medium soft drink. Another spot shows hockey players duking it out on the ice, promoting Del Taco’s 39-cent tacos.
The ads are designed so the featured foods can be changed from spot to spot. “We’re building a solid library of [ads] we can rotate throughout the year,” Gal said. Italia/Gal has handled Del Taco’s estimated $10 million account for the last six years. Saatchi & Saatchi, Los Angeles, did a brief creative stint for Del Taco in 1996.
–Angela Dawson