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

How Sears is addressing the ‘elephant in the room’

And, why it's sticking to the middle sector as more retailers move upmarket

Kraft’s simple solution for building a coffee brand

Nabob campaign mocks modern coffee culture and celebrates the humble cup of joe

How Pabst Blue Ribbon earned its hipster cred

The blue-collar beer set its sights on a target as individual as the brand

Rotman School’s Bernardo Blum tackles big data disappointment

Data-Driven keynote says companies are using data for description, not solutions

Royal Roads University gives students a look into the future

School replaces traditional advertising with aggressive social and digital campaign

Kashi Canada’s quest to ‘Plant it Forward’

Health food brand gets Canadians closer to real food with urban garden project

Maple Leaf Foods launches ‘Songs in the Key of Wiener’

Facebook campaign for Larsen Wieners pays homage to the “As Seen On TV” era