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TV Helps Subway Sell More Kids Meals Than Ever
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Business New Haven
2/22/1999
By: BNH
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Subway of Milford reported its most successful “Kids Pak” promotion of 1998 was one in which it tied the meal combo to a national television commercial campaign for the first time. The result was that it sold more kids meals than ever in the ten-year history of the product.
Subway gave away some 4.5 million toys based on the popular Blue's Clues preschoolers television series, a 50-percent increase over the previous promotion. A stronger focus on targeting families with children has been emphasized by the chain in the past few years. According to Lynn Apuzzo, public relations coordinator for Subway, “We want to show consumers that Subway is a family place, a healthier alternative.”
This month the chain is touting its tuna sub as a lower-fat alternative to McDonald's fried fish sandwich. Although Subway has offered children's meal combos since 1988, the difference in the past couple of years has been tie-ins to licensed properties. Due to the Blue's Clues success, the chain plans more television-supported “Kids Pak” promos in 1999.
Super Bowl Knights
Between the action of football players dashing across green turf flashed a visual of a knight in shining armor on a horse, dashing across green rolling hills. Then a banner proclaimed, “If you like helping people, you'll like the Knights of Columbus.” The New Haven-based Knights of Columbus ran this commercial during the Super Bowl telecast January 31 as an institutional identification and to advertise the voluntary aspect of the fraternal organization. Charles Pucie, the Knights' vice president of public affairs, said that his organization targets Catholic men over age 18 for membership. The commercial aired only in Connecticut.
Childbirth Video a Winner
2001 Marketing of Orange has been named a national finalist in the Vision Award competition for 1998-99, based on a video created by Janet Leslie Productions about Milford Hospital's new Family Childbirth Center. The center is part of a $25 million expansion/renovation of the hospital. According to 2001, a public relations, marketing and advertising agency, the production aired on New Haven's WTNH-TV. The Vision Award competition is open to more than 30,000 advertising agencies, production studios and television stations throughout the U.S.
Mintz & Hoke Gets Handy
Mintz & Hoke Inc. of Avon has created a multi-million-dollar campaign for building products manufacturer CertainTeed of Valley Forge, Pa. The “Cure for Common Construction Anxiety” campaign is intended to educate consumers about CertainTeed's product quality and warrantees. The theme of the campaign features a couple, one of whom searches obsessively for materials, building their dream house with CertainTeed products. The campaign is targeted at homeowners and includes television and magazine ads, consumer fulfillment pieces, trade promotions and Web site materials.
Cronin & Co. Gets Direct
Cronin Direct is Cronin & Co.'s new direct-marketing division targeted at the billion-dollar industry. “Adding full-service direct-marketing capabilities enables us now to offer clients all marketing communication services under one roof,” says John Riccio, Cronin executive vice president.
The division is headed by Lisa Zaccheo, vice president and managing director, who has worked on accounts such as American Express Travel Related Services and AT&T Consumer Calling Card. Senior management also includes Riccio and Paul Catanese, creative director.
Renee Walks Away (with a Little SBA Help)
With the financial assistance of the U. S. Small Business Administration's Women & Minorities Program, Renee Protomastro has opened Ad Pros, an advertising agency in Danbury. Protomastro formerly worked for several large advertising agencies in Manhattan.
Area Agencies Add to Client Lists
Norwalk-based integrated marketing communications agency, the Atlantic Group, has been named agency of record by the Greenfield Consulting Group Inc., a Westport qualitative marketing research company. Atlantic will develop strategic communications initiatives including advertising, collateral and Web site enhancement. The firms' mutual approach is “to get to the root of the customer's thinking to reach solid, strategic solutions,” says Stephanie Primm, president of the Atlantic Group.
KGA Advertising of Middletown is creating a customer-loyalty program for Seaport Software of Mystic. The campaign will comprise collateral materials, direct-mail pieces and trade advertising for the company, which provides software products for gift and specialty stores.
Kevin Hall Design, a Milford-based graphic design and marketing firm, has completed the design of a logo and a stationery package for Furniture Parts International.
ImageWorks of Vernon has been chosen by SNET as an authorized Web developer. The SNET program involves agreements by which SNET Internet Services hosts Web sites developed by participating independent Web design companies. ImageWorks has designed sites for Vernon and South Windsor as well as many private companies. It provides logo design, graphic layout and publishing services.
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