Joey's Only of Calgary, Alberta, Canada, yesterday announced it will launch on May 19 its first nationwide radio campaign featuring the tag line "We've set a place for you at Joey's".
The spots are aimed at men and women between the ages of 45 and 65 and center around the company-created character, Joey. In the ads Joey, who embodies the seafood chain's key values and combines a wry sense of humor with an old-fashioned down-to-earth approach of talking with the customer, answers mail from the chain's customers and tells stories of his adventures.
"We chose radio to increase awareness because radio has the ability to reach customers at time when they're making dining decisions, such as in the car after a busy work day," said Kathy Campitelli, VP of marketing for Joey's Only Franchising, in a press release.
The campaign is being supported at the store level by various point-of-purchase marketing materials, including tabletop feature sheets that highlight the franchise's key values and history.
Joey's Only operates more than 85 Canadian restaurants from British Columbia to Ontario and serves more than 6.5 million guests annually.
