Schlotzsky's makes jump to net TV in new effort

Kramer, Louise
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p12
Trade Publication
This article reports on a $14 million television advertising campaign launched by Schlotzsky's Deli, as of April 1999. The brand-building effort, from McGarrah/Jessee in Austin, Texas, is backed by an additional $6 million in local television, radio and print advertising. The branding effort includes four 15-second commercials that show individuals so distracted by their cravings for a Schlotzsky's New Orleans-style sandwich that they cannot carry out a task at hand. The campaign is dubbed The Schlotzsky's Zone. Schlotzsky's operates 750 restaurants in 38 states and the District of Columbia, and positions itself as a cut above fast-food. Its signature product is its Original sandwich, made from three meats, three cheeses and toppings, and served on sourdough bread baked from scratch daily.


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