PAGE 1 PROMOTES "SLICE OF LIFE" FOR BENIHANA
By Adnews Staff
Toronto-based agency page 1 is serving a new poster campaign for the Benihana Restaurant of that city. The campaign is a series of four posters depicting business images, including a cell phone, computer mouse, tie and wrist watch, sliced into pieces. The creative is designed to play on the restaurant's "slicing and dicing" style of teppan cooking, a Japanese style in which chefs prepare meals in front of customers. The campaign is running in Toronto's Union Station, across the street from the Royal York hotel which houses the restaurant, to raise awareness of the restaurant's menu and service to business commuters. Page 1, which handles advertising for the Royal York, is also creating a poster campaign for the 25 tenants that lease space within the hotel. This retail area, previously called "The Arcade," will now be called "The Avenues." The campaign is scheduled to launch mid- to late-October.