Jack Astor’s shows Movember support with in-store campaign

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, […]

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.

Brands Articles

Walmart marks Eid with Facebook recipe ad

Using digital and social to reach multicultural consumers

Target launches new photo-capturing app

In a Snap allows in-app shopping

Peanut Butter Cheerios teaches consumers #HowToDad

Move over, moms. It's dad's time to shine with a manifesto from Peanut Butter Cheerios

Insight Vacations taps Lisa Ray for ambassador role

International actress will bridge the gap between East and West

Chatter: A break-up call with Comcast turns into PR disaster

Brutal call captures an attempt to disconnect from service

Montana’s meaty foray into video marketing

123W's meat-for-service spot marks a change for Cara brand

Nikon features photographers with online photo map

Nikon Canada and One Advertising's attempt to demystify big camera gear

BlackBerry appoints former LiveOps boss as COO

Marketing to be part of Marty Beard's new responsibilities