Brand Storytelling for TV Spots | Fazoli’s

This is one of a multiple-spot brand storytelling campaign for Fazoli’s. The 300-plus restaurant chain was looking for a branding strategy as well as its expression in television and radio.

Working closely with upper management and its advertising agency, we first performed an analysis of the brand as it currently stood.   What we learned was that Fazoli’s occupied a unique niche in the market:  it was the only restaurant chain offering quality Italian food at a price that made it available to anyone.

With that in mind, we came up with the tagline, “Everyone’s Italian,” which provided the central unifying idea of the campaign.

The spot you see here features two cowboys who discover their “inner Italian” in a most surprising way.

The best story of all is in the campaign results: sales in some markets increased as much at 10%.