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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips