South St. Burger breaks first ad campaign
By Adnews Staff
Toronto-based fast food restaurant South St. Burger has broken its first marketing campaign. The restaurant, a division of New York Fries, opened in late August. The Toronto location is the first of what the company plans to be a national chain of franchises. The campaign includes radio and community newspaper advertising, along with newspaper inserts, postcards and public relations intended to raise awareness of the restaurant's opening. "Our approach starts with a 'Missing Cows' community newspaper ad and continues with Q107-FM radio commercials," said the company's marketing manager, Alyssa Berenstein, "One of which uses a serious-sounding PSA format to inform listeners that a cow that's not reaching its full potential will find help at a special place for cows, 'dedicated to helping special bovine companions turn into 100%, pure tasty burgers.'" The ad campaign was created by Zig of Toronto. Public relations are being handled by The Communications Group of Toronto.