East Side Mario's begins new campaign
Prime Restaurants of Canada has begun a new campaign for its East Side Mario's chain. The national campaign, developed by Endeavour of Toronto, consists of television, radio and print advertising. The 30-second television commercial depicts the chain's new menu and its Italian ambiance. The ad shows Italian food being prepared in an open kitchen. "The notion of our brand expression as 'Neighbourhood Italian' reflects the culture of how we operate, how we make our guests feel and the quality of the food we serve," said Richard Jodoin, the chain's vice-president of marketing. "The opportunity to launch our new menu, re-emphasize the passion for providing Italian recipes and East Side Mario's as a warm and familiar place in the neighbourhood is the ultimate way to connect with our guests." East Side Mario's has also undertaken a rebranding initiative including a new logo and a new restaurant design, both intended to reinforce the chain's Italian nature. The first two prototypes of the new restaurant design have been opened in British Columbia. The design will be rolled-out to all the restaurants in the chain over the next three years.