Adult chain of choice

New Harvey's campaignHarvey's Restaurants stakes its claim to the charbroiled quick-service restaurant territory in an aggressive new English-language campaign launching this week.Graham Petersen, director of marketing for Harvey's, says the company's goal is to be the adult hamburger chain of choice.The...

New Harvey’s campaign

Harvey’s Restaurants stakes its claim to the charbroiled quick-service restaurant territory in an aggressive new English-language campaign launching this week.

Graham Petersen, director of marketing for Harvey’s, says the company’s goal is to be the adult hamburger chain of choice.

The first campaign from its new agency SMW Advertising, Toronto, features a new themeline, ‘We make you spoiled for charbroiled’.

A pool of six 30-second tv commercials have been created to run throughout this year.

Five of the commercials promote ‘sizzling combos,’ meals that contain the three basic fast-food components – a sandwich, fries or onion rings and a medium-sized drink – at a special price.

Each ‘sizzling combo’ will run in rotation with the image spot.

Visuals of charbroiling from balcony hibachis to western-style cookouts are used to illustrate that Harvey’s food is the closest to homestyle charbroiled taste available.

Billboards, in-store

A national billboard and in-store campaign supports the tv effort.

Allard/SMW of Montreal has taken a different approach to the Quebec advertising. Research has shown Harvey’s that although charbroiling is its key appeal in English Canada, the ability to choose your own toppings is its primary selling point in Quebec.

The French-language campaign focusses on this appeal with an entertaining, more humorous effort than in the rest of Canada.

The new tagline, ‘Le,’ is used colloquially in Quebec to mean the best or the one and only.

Toronto-based Harvey’s Division Cara Operations runs 263 restaurants across Canada and all but three are franchised.