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

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Air Miles backtracks on points cancellation plan

LoyaltyOne says legislative 'uncertainty' drove decision

Ethnic retailing is moving from niche to mainstream

Canadian consumers are changing, but too few retailers are paying attention

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Increased demand drives Grocery Gateway’s growth

Longo's CEO says online grocery shopping has 'come of age'

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

Luxury retail must go digital or be forgotten (column)

AJ Dalal says luxury retail ignores the connected shopper at its peril

Carlsberg picks Ogilvy as AOR

The agency wins all of the brewer's brands in Canada, including Kronenbourg and Somersby.

Localize labels talk to consumers about food sourcing

QR codes and a scoring system tell Ottawa shoppers where they're buying from