“We’ve had this idea for some time, but we were waiting for the ideal moment to do justice to the intelligence of the concept,” said Carl Pichette, director of marketing for the restaurant chain in Quebec. “The sport is a veritable passion for the franchisees, the company and our guests. For us, it was perfectly natural to play with our logo in order to surprise and, above all, show that we are proud supporters.”
Developed by Zip Communication, the name-change campaign includes outdoor advertising, point-of-purchase executions and ads in Le Journal de Montréal.
Touché! PHD handled the media placement. According to the agency, the campaign will continue “as long as there is enthusiasm in the air.”