Shoney’s Comes Back

Italia/Gal Advertising here incorporates heartwarming images of Americana in its first TV campaign for Shoney’s Restaurants since winning the $26 million account in December.
Two 30-second spots break in 60 markets around the country this week promoting the Nashville- based restaurant chain’s “Better than ever breakfast” buffet.
“[Shoney’s is] in the process of elevating the quality of 80 percent of its menu,” said Ken Gal, the agency’s president and chief executive officer. “They have a new management team that wants to take [the menu] from good to great. The breakfast bar–a Shoney’s signature–is the first step.”
A new tagline, “Come back to what’s good,” replaces “Classic American food,” developed by former agency Bernstein-Rein Advertising in Kansas City, Mo.
The spots feature everyday scenes of parents and kids together. A mother and son wash the family car. A father instructs his daughter on the finer points of swinging a baseball bat. A couple playfully fight over the TV remote control. Each of the ads also shows product shots and images of families having breakfast at Shoney’s. “Come back to everything good about breakfast,” says a voiceover.
Italia/Gal has also developed radio ads and in-store displays.
While previous ads used actor Andy Griffith as a spokesman, the new campaign focuses on a younger demographic, according to Susan Nardizzi, vice president of marketing.
The creative team included creative director and copywriter Chris Epting, art directors Steve Luftman and Armand Kerechuk and agency producer Tracey Davis.