Via by McCann Erickson, Applebee’s will introduce a new campaign 10/28 that begins a restaging of the brand and repositions the restaurants as a special place for people to come together. The humorous effort, which uses Internet and TV to feature the restaurant chain’s new "spokesapple," introduces several new brand elements including an updated logo; new menu design and strategy; hip uniforms for restaurant associates; and the new tag line, "Together is good."
The campaign, which premieres during Extreme Makeover, Desperate Housewives and the fourth game of the World Series, features three, 30-second and 15-second TV spots where a red delicious apple with a voice encourages people to come together at Applebee’s. The TV spots will run for eight weeks, promoting Applebee’s popular Pick n’ Pair lunch combos and the new Applebee’s Steakhouse Classics.
Other components include radio spots, print and in-store signage. Applebee’s also will run Web ads on sites that bring people together, such as reunion.com, evite.com and classmates.com.