The Spaghetti Ware-house is returning to television advertising after a five-year hiatus with a new campaign from Berry-Brown Advertising here.
Playing up both the menu variety of the Garland, Texas-based chain and its turn-of-the-century atmosphere, a 30-second ad began airing last week in Dallas, Fort Worth, and Austin, Texas; Oklahoma City and Tulsa, Oklahoma; and Toledo, Ohio. Supporting print and radio are running in 16 markets. Spending is estimated at $1-2 million.
Agency vice president Kathlene Pyle said the campaign is aimed at stepping up visits from infrequent Spaghetti Warehouse diners.
The spot begins with an animated plate of spaghetti unwinding toward the camera. Amid shots of the restaurant’s pastas, breads, salads, cheeses and appetizers, text appears on screen: “If your mouth isn’t watering by now, you’d better check your pulse.” Shots of model trolley cars and die-cast metal toys are spliced into the commercial as well.
The theme is: “We’re not just talking spaghetti.”
In a statement, Spaghetti Warehouse marketing vice president Chuck Walker said a preliminary radio test in 13 broadcast markets resulted in a median comparative sales increase of 7.2 percent and a guest count increase of 5.5 percent. “This movement is obviously a strong signal that we are heading in a solid direction with the variety and revisit strategy,” Walker said.
Berry-Brown landed Spaghetti Warehouse creative assignments in late 1995. The agency added media duties in 1996.