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Applebee's Canada conducts national campaign

Restaurant chain Applebee's Canada has hired Bell Media Mix to plan a new media campaign, described by the company as its biggest in Canada to date. The initiative is intended to take the form of a thank-you to customers in neighbourhoods nationally. The campaign was jointly developed by Ogilvy, Bimm and Bell Media Mix. It will make use of a range of Bell Media television, digital and radio properties. As part of the promotion, Bell Media Mix will execute four campaigns, each lasting four weeks. The first campaign, which began in mid-February includes on-air integrations, local contests and promotions linked to the campaign.

"This campaign is designed to satisfy and delight our customers in several neighbourhoods throughout the year," said David Snutch, president of Applebee's parent company Dynapple Management. "Our first initiative, 'Bee Savvy,' delivers exactly what families and our customers expect, value, quality, and fun. We're communicating this message through the voice of our local managers and local personalities across Bell Media's TV, radio, digital, and social media assets, everywhere our customers are consuming media."

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