PepsiCo. has picked up the Canadian tv commercial for East Side Mario’s restaurants for use in several u.s. markets.

PepsiCo. owns East Side Mario’s, and Prime Restaurant Group has bought the franchise rights for East Side Mario’s in Canada.

The ‘La La’ commercial is the first venture into television for Prime Restaurant Group of Mississauga, Ont., the Canadian franchiser of 44 corporate and franchised East Side Mario’s in Ontario and Quebec.

John Rosenbaum, vice-president of marketing for Prime, credits the catchy commercial for double-digit increases at restaurants over last year.

The campaign was created by Prime’s agency, United Business Communications of Toronto.

The spot will be back on Canadian tv this fall along with radio support. The first flight was May to July.