From a press release…
Culver’s® Restaurants Defies Sluggish Economy
Confidence and commitment to growth lead to increased sales and bold new marketing campaign
Prairie Du Sac, WI (Grassroots Newswire) February 19, 2009 – Bucking the trend of a down economy, Culver’s® Restaurants is on the move. The company’s confidence and commitment to growth has led to increased sales, new restaurant openings, and an aggressive marketing campaign launching nationally around this year’s Academy Awards®.
Known for its ButterBurgers®, fresh frozen custard and commitment to treating guests with unexpected kindness, Culver’s is proof that good companies grow even in challenging times. Culver’s, celebrating its 25th anniversary this year, ended 2008 with nearly a 10 percent increase in overall sales. While its roots are in the Midwest, the company is spreading across the country with 23 new stores in 2008 – two of which opened in Phoenix, a new market for Culver’s – and 20 more planned for 2009.
Now, Culver’s is pulling out all the stops with a new marketing effort chronicling the “Culverization of the Nation.” Culverization began a year ago as the story of irresistible goodness and warm hospitality you’ll always find at every Culver’s restaurant was told. The company’s new marketing push seeks to extend Culverization across the nation, converting millions with delicious food and extraordinary hospitality.
The new campaign launches with Culver’s first-ever national TV ad, a 60-second commercial that will air Feb. 22 during the live “red carpet” show on E! preceding the Academy Awards. The 60-second commercial will also be shown during the Oscars broadcast on ABC affiliates in select markets, after which a series of 30-second spots will extend the campaign throughout 2009.
“We’re making a strong statement that Culver’s refuses to participate in the current economic downturn,” said Chris Contino, Culver’s vice president of marketing. “We honor our guests by doing what’s right for them. That’s something we’re proud of and believe helps us continue to grow despite challenges.
“With our first national TV commercial airing this Sunday, we believe that we are demonstrating Culver’s confidence. People will see us in markets we haven’t yet entered, but may be expanding to soon.”
In the new TV campaign, created by the Chicago office of MARC USA, there’s a lone skeptic – a fellow who hasn’t yet been Culverized. Mystified by what he’s seeing at Culver’s, he decides to investigate. To him, tasty food cooked to order and brought to your table or your car with a friendly smile is against the natural order of the universe.
The TV spots follow the mystified investigator as he observes Culverization. He sees it with his own eyes, but he doesn’t believe it. In one spot, he sees his grouchy neighbor become a model citizen once he has been Culverized. In another, he finds that the one thing you can’t get at Culver’s is a frown. In yet another, he’s so unnerved by the niceness all around that he runs off with a fresh, hot order. Convinced there’s something unnatural going on, he’s desperately trying to disrupt the experience. Of course, he fails every time.
In addition to the new TV spots, the campaign will include radio, a new crop of Culverisms (the quirky sayings on all point-of-sale and packaging), social media and grassroots events. Culver’s also has a growing following on Twitter (@getculverized) and a Facebook fan page.