Joey's Only readies national radio campaign
By Adnews Staff
Calgary-based seafood chain Joey's Only will break its first national radio advertising campaign on May 19. The ads, which use the tagline, "We've set a place for you at Joey's," promote the size of the chain. "We are the largest Canadian seafood restaurant chain in Canada, and we want Canadians to know that fact," said Kathy Campitelli, marketing vice-president at Joey's Only Franchising. "We want to inform and educate Canadians about our family-based restaurants, our great value for the dollar, our delicious seafood, our friendly neighbourhood atmosphere and our large variety of menu items." The campaign, developed by Tag of Calgary, are aimed at men and women between the ages of 45 and 64. In the ads, a character called Joey answers mail from the chain's customers and describes events from his own life. The radio campaign is being supported locally with point-of-purchase materials.