Jack Astor’s Bar and Grill is having a bit of fun to raise money for a serious cause.
Male staff across Jack Astor’s 36 locations are growing moustaches for Movember, a month-long initiative that raises awareness and funds for men’s health issues such as prostate cancer. A playful in-store campaign, created by Zulu Alpha Kilo, encourages guests to make a contribution to the cause. The campaign includes t-shirts, menu covers, Movember-themed parties and posters.
The posters are hand-drawn in crayon on Jack Astor’s iconic craft paper table coverings, with various moustache styles incorporated into the design. They feature irreverent lines like, “At first I didn’t like my moustache, but then it grew on me,” and “My moustache was voted ‘sexiest man alive’ in 1979.” There’s also a call to action to support the Jack Astor’s Movember teams at ca.movember.com.
The campaign is in keeping with Jack Astor’s “cheekily playful sense of humour,” said Zak Mroueh, president and executive creative director of Zulu Alpha Kilo. For Jack Astor’s, “it is a very meaningful cause to be part of. They’re participating in a way that is true to their brand, but it’s something they take very seriously.”
Jack Astor’s, which is owned by SIR Corp., hired Zulu Alpha Kilo as its agency of record in May 2011. At the time, Mroueh said there was potential to do some “unconventional” things with the brand. Earlier this month, Jack Astor’s embarked on a 12-day food truck tour across Southern Ontario, giving patrons free samples of new menu items.