KING TOUTS OPTICAL CHAIN
By Adnews Staff
King Optical Group of Winnipeg launched a campaign recently for its Shorney's Optical and Shoppers Optical stores. It uses national TV and print ads, as well as radio in major markets. Flyers and in-store signs are also being used. The ads focus on the chain's selection of frames and its two-frames-for-the-price-of-one deal. The tagline for the ads is "Incredible Eyewear for Incredible People." The campaign was created by the Saffer Group of Toronto. Saffer was hired for the business late last year after King spoke with several other agencies. King chose Saffer because "we liked their philosophy and approach," sales and marketing vice-president Ken Hiebert told Adnews last week. Previously, King handled its advertising in-house, with the help of freelancers. The company decided to hire an agency because it wanted a more integrated look to its advertising and wanted its business looked at with fresh eyes, Hiebert said. King operates over 100 Shorney's Optical and Shoppers Optical outlets in Canada. Shorney's Optical stores are located in Eastern Canada, while Shoppers Optical stores are in Western Canada. King also operates optical outlets under the Braddocks and Stewart & King banners.