East Side Mario's begins new campaign
Restaurant chain East Side Mario's has begun a new advertising campaign consisting of television, radio, online and direct mail advertising, as well as a redesigned website. The campaign's budget is estimated at $2.5 million. The creative retains the "Budda-Boom, Budda-Bing" theme of previous promotional efforts by the chain. The new ads promote the chain's new menu, casual dining experience and improved service levels. "Focusing on family, fun, value and quality has enabled East Side Mario's to be a leader in casual dining for over 20 years," said John Verdon, the chain's marketing vice-president. "Today, we are recommitting ourselves to those principles." Television advertising will run during Stanley Cup playoff coverage on CBC and TSN, as well as during prime time network programming. The campaign was developed by Endeavour Marketing of Toronto, with media planning and buying from Ron Christie Communications and public relations by Cowan & Company. East Side Mario's, which is owned by Prime Restaurants, operates approximately 100 locations nationally.