Togo’s Branching Out

VitroRobertson Helps Chain Expand Appeal
LOS ANGELES–VitroRobertson today breaks its maiden effort for new client Togo’s.
The three 30-second TV spots will test first in the Sacramento, Calif., area, and may later roll out nationwide to markets where the restaurant chain has a presence, according to Alan Bonine, general manager of the San Diego shop.
The spots, titled “Avocado,” “Olive” and “Pepper,” each highlight a specific Togo’s sandwich, as well as the care employees take in creating it. The first begins with a still shot of an avocado, as a voiceover says, “The avocado. Nature’s paradox. Half fruit, half nut.” The strong male voice goes on to describe how the avocado is deservedly “gently mixed” when used on the chain’s turkey and avocado sandwich, as the spot cuts to visuals of the food.
“One of the main goals of the campaign is to expand the customer base and grow the brand,” said Bonine, “while making Togo’s core audience feel Togo’s is remaining true to the core values and brand personality that brought them [to where they are] in the first place.”
The tagline for the campaign is, “Togo’s. Let us make you one.”
Radio spots support the TV effort, which will air through November.
VitroRobertson won the estimated $1-2 million business in March after a review. Togo’s is a
division of Randolph, Mass.-based Allied Domecq.