Fazoli's Take Breadsticks Center Stage on Social Media
CLEVELAND, Dec. 18, 2013 /PRNewswire-USNewswire/ -- Oscar nominations will not be announced until January, but already there is quite a bit of buzz on social media about the best performances of 2013. This includes acting by a group of Fazoli's breadsticks directed by ad agency, Brokaw Inc. The agency cast breadsticks in memorable scenes from Dirty Dancing, The Wizard of Oz, Star Wars, and 11 other movies as part of a promotion for Fazoli's. The Fazoli's Fab Five Second Theater digital promotion was developed to attract Facebook fans and generate social media excitement for five new Italian entrees. Because Fazoli's breadsticks are iconic to the brand, Brokaw believed they would be the perfect actors for the short scenes — not to mention, they have a very unique acting style. Those commenting on the five-second videos were then entered for a chance to win Fazoli's gift cards.
View all the videos at: https://www.facebook.com/Fazolis/app_1382442125325612
Like the box office receipts of a blockbuster movie, the results of the promotion have been strong. On days when new videos were posted, Fazoli's experienced significant fan growth, along with doubling both unpaid reach and fan engagement.
Stacy Hettich, Fazoli's Brand Director, is thrilled with the social media activity generated for the promotion, which runs until the end of the year. "Our breadsticks are a favorite with our guests," said Hettich. "And not only are they craved for their flavor, they look pretty good on camera as well."
Brokaw has been Fazoli's agency of record for the past four years. The agency works with Fazoli's marketing team brainstorming new ideas ranging from social media campaigns like the Fab Five Second Theater, and local marketing events such as finding giant, six-foot-tall forks placed around metro markets, to public relations campaigns, including encouraging couples to get engaged at Fazoli's on Valentine's Day to receive free spaghetti for a year.
An American family favorite for more than 20 years, Fazoli's ranked #2 overall among large national fast-food chains in the prestigious Zagat Survey. With a premium menu of freshly prepared Italian entrees, oven-baked sandwiches, and salads, along with a new service style featuring table service and a contemporary new restaurant design, Fazoli's is expanding throughout the country. Founded in Lexington, KY. in 1988, Fazoli's was acquired by Sun Capital Partners in 2006.
Based in Cleveland, Ohio, Brokaw has doubled in size in the past 18 months, and was recently named Ad Age Small Agency of the Year for its culture. The agency is known for its ability to help brands like Hotels.com, Smokey Bones Bar & Fire Grill, Samsung, Neuro Drinks, Great Lakes Brewing Company, and Wonka reach consumers in new, smart, and unexpected ways—via paid media, non-traditional, local marketing, digital and social media strategies, and smart, strategic creative based on human truths. Brokaw Inc. is owned and operated by Gregg and Tim Brokaw and headquartered in Downtown Cleveland's Warehouse District. For more information, visit www.brokaw.com.
John McCauley, Brokaw Inc.