Quinn’s Way With Women Woos Eatery

A lack of restaurant experience did not stop W.T. Quinn here from pulling in client The Melting Pot Restaurants, whose account has been in review for six months.
W.T. Quinn edged out “runner-up” Peak Barr Petralia Biety in Tampa, Fla., according to the client, and four other contenders: LevLane Advertising and Paradigm Communications, both in Tampa; The Zimmerman Agency in Tallahassee, Fla.; and Work in Richmond, Va.
The biggest point of difference among the agencies was W.T. Quinn’s “keen ability to speak to women,” said Brenda Marrero-Ayoub, director of marketing for the Tampa-based chain of 40-plus fondue eateries. “Although that was not . . . an agency [criterion], it became evident in their creative executions that they know women very, very well.”
W.T. Quinn took a retail approach in pitching the business, said agency president Lisa Maloof. The agency’s account base is primarily urban shopping malls, though it also handles direct mail and in-store collateral for Sam & Libby shoes. That Melting Pot is W.T. Quinn’s first restaurant client means the $10 million agency has “a unique perspective” on the category, said Maloof.
Melting Pot’s target market is women ages 25 to 54, Marrero-Ayoub said. Although she would not provide details about W.T. Quinn’s creative presentation, Marrero-Ayoub called the work “a great combination of elegance, branding and humor.” The agency will unveil a print, radio and outdoor campaign at Melting Pot’s franchisee meeting in September.
The $1.5-2 million account will be handled on a project basis [Adweek, March 16]. Melting Pot does not guarantee that W.T. Quinn will buy media. “It’s up to [the franchisees],” said Marrero-Ayoub.