Quiznos breaks 10th anniversary campaign
By Adnews Staff
Toronto-based sandwich chain Quiznos has begun a new campaign to promote its 10th anniversary in Canada and a limited-time discount offer. The creative, produced by Ogilvy & Mather of Toronto, is based on portrayals of the people who make Quiznos' products. "Those messages might otherwise seem to be disconnected, but our agency has done a terrific job of blending them together," said Michelle Leavoy, director of marketing at Quiznos Canada. "Not only that, but they've managed to involve the consumer directly through a very innovative online extension." The campaign consists of three 30-second television commercials, plus radio, in-store and direct marketing elements. The TV commercials feature 12 characters who are presented as "the 12 chefs of Quiznos." The first ad promotes the chain's prime rib sandwich. An announcer describes the passion the chefs put into their work, then asks the audience not to tell them about the new lower price in order to avoid upsetting them. The other two commercials will be released later in the campaign, which broke at the end of March and will run until June 5. The initiative also includes an online component by which customers are invited to submit drawings, poetry or prose to be displayed in an online "Gallery Q" at the company's website, located at <http://www.quiznos.ca>.