Fazoli’s, which produced a particularly wacky ad campaign in 2009, has become the latest casual-dining chain to switch creative partners.
The 250-unit Italian eatery has tapped independent Cleveland shop Brokaw following a review.
The Lexington, Ky.-based client typically spends about $3 million in major measured media, per Nielsen. Right Place Media, also in Lexington, continues to handle buying and other chores.
Last year’s Fazoli’s TV ads by Nashville, Tenn.-based Bohan Advertising & Marketing were high camp, featuring oddities like an anthropomorphized stomach sitting down to a meal.
Asked about that offbeat ad approach, a Brokaw rep said: “We are going to be taking Fazoli’s in a new direction, so we are not planning to move forward with the talking stomach.”
New work breaks in June. It includes print and point of sale targeting busy families with kids under 18.
The category has been especially active this year. Boston Market just moved its $30 million business to Omnicom shop Zimmerman, and new work is expected later this month. Bojangles’ recently awarded its $10 million ad business to BooneOakley, and Church’s Chicken, which spends close to $30 million on ads, is in the late stages of a review.