Marketing Strategy

PASTA HOUSE COMPANY RESTAURANTS

When we first presented creative ideas to the Pasta House Company’s president that showed no food in the campaign, he told us we were nuts. But he took that flying leap of faith and went with our campaign recommendations.

We created a simple, inexpensive commercial featuring Michelangelo’s statue of David while classical Italian music played and a Jack Nicholson sound-alike delivered this simple message, “Some people like to admire like great Italian works of art, man. Me? I’d rather go to the Pasta House Company and eat some.” Up came the new Pasta House Company theme line, “For people with a taste for great Italian works of art.” Awareness skyrocketed. And so did sales, showing a 17% increase from the year before.

The commercial was later re-edited to sell Pasta House Company gift certificates and they achieved all-time records in certificates sold during the promotion’s run time. Radio, print, and in-store materials all worked as one to deliver the messaging and the commercials went on to become local and regional ADDY winners and finalists in the New York Festivals for radio and TV. Pretty tasty stuff for not showing any food.

Agency: Kenrick Advertising