EAST SIDE MARIO'S BEGINS NEW AD CAMPAIGN
By Adnews Staff
Casual dining chain East Side Mario's has begun a new television advertising campaign that focuses on its core attributes and promotional offers. The campaign was created by Top Advertising of Toronto. The first of seven 15-second television commercials began running on some stations in the Maritimes, Quebec, Ontario and Alberta on March 3. Called "Bottomless Bowls," the spot depicts the company's spokescharacter "Vinnie" scolding the chef for cutting the bottoms out of the salad bowls. He says, "Bottomless bowls of soup or salad and garlic homeloaf mean complimentary unlimited quantities, not bowls without bottoms." Each ad will end with the character saying, "At East Side Mario's there's always more to make you sing, eh Budda Boom Budda Bing." The remaining six ads will be released at intervals through the year. Those supporting food promotions will be accompanied by in-restaurant marketing initiatives, radio advertising in some markets and public relations, the latter handled by Thornley Fallis Communications of Toronto.