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Lone Star Texas Grill begins Talk like a Texan campaign

The Lone Star Texas Grill restaurant chain has begun a new campaign called “Talk like a Texan” to promote its new menu items in Toronto, Kingston and Ottawa, ON. The campaign, developed by Toronto-based Brees Communications, uses the tagline, “Eat like a Texan and soon you’ll be talking like one too.” The print and radio creative makes use of purported Texan saying such as, “The ol’ belly button ain’t gnawin’ on the backbone no more” and “Hungry as a cow on astroturf.” The ads direct consumers to a website at <> to enter a draw by submitting their own Texas-style sayings for use in future marketing efforts. “Today’s consumer wants to participate with the brands they connect with,” said Brees president Liz Falconer. “Lone Star is embracing this reality by becoming more engaged with consumers in a relevant and playful way.” Lone Star Texas Grill operates 10 restaurants in eastern Ontario.

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