RESTAURANT CHAIN PLAYS FOR LAUGHS
By Adnews Staff
A Quebec restaurant chain with a sports theme is using humor in its advertising for the first time. Bruno Landry, former member of the satirical television troupe Rock et belles Oreilles, is the pitchman in the new French TV campaign which broke this week for La Cage Aux Sports, a division of Montreal-based Restaurants Sportscene. The eight spots in the fall TV push concentrate on the chain's new menu. The commercials were created and placed by Montreal agency Radar communication marketing. The production house was S.W.A. T. Films and the music was composed by Patrick Bourgeois, a member of the group Les B.B. The chain is made up of 30 franchised and 10 corporate restaurants spread across the province. It plans to open three new ones by the end of the year, in Victoriaville, Chicoutimi and Mont-Laurier. La Cage was taken over about a year ago by new owners who recently hired Radar. The young Montreal ad agency has picked up three other pieces of new business. It is putting together a campaign using bus boards, magazines and newspapers for Montreal radio station CFGL-FM, a property of Cogeco Radio-Television Inc. Radar won the creative account in a pitch against two other agencies. RX Soleil a tanning salon chain, has hired Radar as media buyer and marketing consultant. Radar has also picked up the media assignment for Super Rocky Pasta, a restaurant in Boucherville, Que. that shows movies to diners.