Limited Time Offers (LTOs) are precious and powerful for chain operators, designed to create buzz and invite new customers to visit a restaurant for a taste of something unique. For client Pal’s Sudden Service, the Lil’ Philly LTO made history.
For a regional burger chain known for only 18-second wait times per order, building a Philly cheesesteak sandwich was a challenge. It was also uniquely different from Pal’s regular offering of burgers and hot dogs. Customers would either embrace the flavor residing inside a regular-size hot dog bun, or relegate the Lil’ Philly to the boneyard of failed promotions.
For Creative Energy, the challenge was to celebrate the uniqueness of the sandwich with creative that was off the chain. Art director Joe Schnellmann was the right man for the job. He envisioned a Southern belle in an antebellum mansion with her pet goat to deliver the pitch. Because the founder of the restaurant chain, Pal Barger, is famous within the region, Schnellmann added another sight gag into the setting with a portrait of Pal himself dressed in colonial garb with a squirrel on his shoulder.
Take a look and be the judge on the effectiveness of the TV spot.
The TV campaign was supported by outdoor, radio, digital display and merchandising in each restaurant’s drive-thru.
The results? The Lil’ Philly LTO set all-time sales records for the chain, thanks to a client that lets our creative juices flow.
By: Tony Treadway