created 10 months ago | Tagged:
Applebee's serves only the freshest, and the finest, at great prices. It promises. And it won't bore you to death with snobby details about the ingredients.
Yesterday, the casual-dining restaurant launched "See You Tomorrow," its first campaign from new agency Crispin Porter + Bogusky. The tagline positions Applebee's as the champion of a sort of anti-foodie backlash, pitching fare that purports to be tasty, and simple, but still somewhat classy—for example, new summer dishes like Lemon Shrimp Fettucine and Florentine House Sirloin. The spots rest on a pretty well-worn advertising trope—straight talk—and star a commercial announcer who cuts off windbag chefs as they launch into dissertations on the provenance of their produce.
Sure, the brand is trying to have its cake and eat it, too: It wants to cast itself as being in tune with the growing interest in fresh, quality fare but also distance itself from the pretentiousness of the food zealots. It also may be on point for a target audience that wants to feel like it's eating upscale, at a steal, but don't want to obsess over the details. The tagline is, "See you tomorrow," which is meant to promise fresh experiences for even the most regular of regulars.