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CHICAGO Bennigan’s Grill & Tavern is breaking out of the me-too mode with a $10 million-plus ad campaign designed to make the chain “hip, cooler and more clever,” according to the new head marketer behind the effort.
Internally, the company has dubbed 2006 “The return to cool.” Television, radio and outdoor ads touting the brand’s 30th anniversary use “We refuse to act our age” as a theme.
Clay Dover, the new vp of marketing who came over from Steak and Ale last October, said in the past the chain was “just like everybody else” in the category, which is dominated by Applebee’s and TGI Friday’s.
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