“See You Tomorrow” is the chain’s first campaign via new AOR Crispin Porter + Bogusky, and the foundation of a revitalization of the world’s largest casual dining chain (1,900 restaurants).
The campaign launched 7/2 with a series of TV, online, radio, outdoor ads and in-store elements highlighting the fresh flavors of summer.
Creative communicates that Applebee’s is doing whatever it takes to make sure they see customers tomorrow, which means keeping it fresh, always, and using new ingredients, new preparations, new combinations and new flavors, combined with everyday value that encourages regular visits.
By the end of 2012, more than half of Applebee’s restaurants will be revitalized with a nearly $200 million investment in new design elements, including all-new signage and awnings with the brand’s updated logo; stone-faced entryways; bar upgrades and high-tech, flat screen TVs. Gone, too, are the stained glass light fixtures and 3D pop art synonymous with Applebee’s since its founding in 1980. In their place: sleek new lighting and murals that link each restaurant with its neighborhood.