HARVEY'S READIES NEW CAMPAIGN
By Adnews Staff
As part of an effort to "refocus on its core essence," burger chain Harvey's is preparing a new advertising campaign, described by the company as extensive. The campaign will use the tagline "Long Live the Grill." The chain will also debut a new six-ounce burger called "The Big Harv" (Le Colossal Harvey's in Quebec) at a special introductory price. The advertising campaign will be a branding effort that will include radio, television, print, outdoor and online advertising. Harvey's empoyees will also wear new, more casual uniforms, consisting of T-shirts with slogans on the backs and baseball caps. Advertising for Harvey's is done by John St. Public relations for this initiative are being handled by APEX Public Relations. Both firms are based in Toronto. Harvey's, which has approximately 300 restaurants in Canada, is owned by Cara Operations.