EAST SIDE MARIO'S PRODUCE FIT TO BE CLEANED
By Adnews Staff
East Side Mario's is promoting the use of Procter & Gamble's FIT antibacterial produce cleaner in the kitchens of its restaurants across Canada through a new 30-second television commercial. The spot, from Grey Canada, is called "Good Clean Fun" and features the chain's executive chef Brian Morin who explains "people love our all-you-can-eat salad." A collage of scenes then shows guests enjoying the restaurant's all-you-can-eat garden salad with Morin explaining why East Side Mario's uses FIT. The commercial then takes a twist and viewers see Morin lying in a bed of lettuce saying "we like salad too." The spot ends by describing the benefits of washing produce with FIT. The East Side Mario's tag line is altered slightly to "Hey, Budda Boom Budda Bing - Clean!" Mississauga, Ontario-based Prime Restaurants Group will expand the use of FIT into its other chains such as Casey's Bar & Grill, Pat & Mario's, Red Devil Barbeque and Grill, Esplanade Bier Markt and Prime Pubs, later this year. The "Good Clean Fun" spot runs for four weeks with a second run scheduled next spring. Public relations for Prime Restaurant Groups are handled by Thornley Fallis Communications of Toronto.