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Swiss Chalet promotes summer salads

Swiss Chalet has released new advertising to promote the addition of Summer Side Salads to its menu. The campaign, which is aimed primarily at mothers, consists of a television commercial and two radio ads created by ACLC of Toronto. The television ad broke nationally in English Canada on July 3. The commercial begins with a voiceover saying, “The best thing ever happened at the Higgins family reunion this year.” One woman comments on how much a girl has grown, while others comment on the salads and the chicken. The conclusion of the ad reveals that the reunion was moved to a Swiss Chalet restaurant due to rain. The radio ads will break in Ontario on July 24, promoting the salads as a takeout option. The campaign that also includes point-of-purchase materials, Web-based promotion and direct mail. According to Michael Bevacqua, account director at ACLC, the ads “speak to those real family moments that happen at Swiss Chalet and revolve around the great chicken taste.”

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