Red, Hot Goes Hog Wild




Days of Swine and Coke, Ale From Reeves
WASHINGTON, D.C.–The Reeves Agency, headquartered in Baltimore, has launched its first creative work for Arlington, Va.-based Red, Hot & Blue. The print advertising campaign for the Memphis, Tenn.-style pit barbecue chain of restaurants represents the cornerstone of an effort featuring cross-promotions and grassroots marketing.
The budget for the effort is estimated at $500,000.
Two print ads are the crux of the campaign. “Father’s Day Swine Tasting” is the headline of one advertisement promoting a specially priced meal of ribs, “pulled pig” and sausage. The ad–which prominently shows the meal served up with Sam Adams’ Summer Ale–is also a cross-promotion with the brewer.
The second ad states, “For a cool 4th we suggest you bundle up.” The promotion is for “bargain Bar-B-Que bundles.” This ad is a cross-promotion with Coca-Cola, although a few rogue franchisees apparently made a deal with Pepsi.
The themeline for both ads is “Hog days of summer.”
The print campaign will run mostly in tabloid and community weeklies, according to Bryan Stark, vice president of client services at The Reeves Agency.
“We encouraged franchisees to steer away from most major media market dailies,” he said. “This ties in with our overall strategic direction of marketing to the community.”
Stark said the agency is also helping franchisees set up radio promos, cause-related marketing cross-promotions and “Business of the Week” efforts to generate traffic in their individual restaurants.
The primary markets for the ads are in the Midwest, Southeast and Northeast.
Separately, the Baltimore shop has been selected to develop a pro bono “Street Smarts” campaign for the Downtown Partnership of Baltimore and the Baltimore Police Department.
The city initiative will be sponsored by Bell Atlantic Mobile’s regional headquarters.
“The billboards will remind the general public of the Street Smarts message, as well as specifically address cellular phone users,” Gary Schulman, regional president for Bell Atlantic Mobile, said in a prepared statement.
Ten billboards will be employed around the Baltimore metropolitan area, carrying the message, “When you leave your car, leave it empty.”
Complementary radio and print advertising will be used to support the outdoor executions.