MARY BROWN'S BUILDS ON SUCCESS OF SEASONAL ITEM
By Adnews Staff
Toronto-based Mary Brown's Restaurants chain has begun selling Chicken Fajitas year-round, following a successful seasonal run last summer. To promote the menu addition, the chain launched a radio and direct mail campaign created by LA Ads of Toronto. Point-of-purchase and in-store promotions are also being used. The focus of the campaign is to motivate customers that haven't been in a Mary Brown's recently to return for the dish. Separately, LA Ads launched a radio and direct mail promotion for Mary Brown's Chicken Crispies, which are bite-sized pieces of chicken. The campaign also uses in-store promotions. Mary Brown's has 70 outlets mainly in Atlantic Canada, but with some outlets in Ontario, Alberta and Saskatchewan as well.