NASHVILLE Tenn. Casual-dining chain O’Charley’s has launched a new TV campaign focusing on the restaurant’s soft rolls as the starting point to an enjoyable meal.
The campaign, created by The Buntin Group of Nashville, depicts people in embarrassing, yet humorous, situations who find relief with a basket of the rolls. In one spot, a woman loses her dress when it gets caught in an escalator. She covers herself with shopping bags, and a hand holding a basket of rolls suddenly appears. She laughs and says to two shoppers who are gawking at her, “Is it cold in here, or is it just me?”
Avoice-over says, “It all starts with the rolls, and it only gets better from there.”
Asecond spot shows a man out for a power-walk falling into an open manhole. He is offered a basket of rolls to make him feel better.
To complement the TV spots, O’Charley’s has launched a microsite, www.therolls.com, which features contests and a game that challenges visitors to slice an “unsliceably” soft roll.
“By focusing on the good feelings that our guests have about our rolls, we rekindle all the positive feelings about O’Charley’s and move the brand to top of mind,” she said.