This 46-store chain with locations in Wisconsin, Minnesota, Iowa and Nebraska, partnered with Madison, Wisconsin-based integrated agency Lindsay, Stone & Briggs, to champion the universal right to a decent sandwich. In a market cluttered with quick service restaurants owning the conversation around ingredients, speed of delivery and price, Milio’s wanted to establish the quality of its food and the in-store experience. Life isn’t without bumps, for anyone, and these ads speak to the universal truth of why, when life doesn’t turn out exactly as planned, a good meal is a justifiable reward.
In addition to print ads, out-of-home is running on billboards, cab toppers, gas pumps, buses, elevators and bus shelters, as well as at point of purchase, and is designed to relate to the locations where the ads are featured. (The bus shelter ad reads, “Your bus left 21 seconds ago… You deserve a decent sandwich.”) The campaign, the chain’s most ambitious and comprehensive to date, is running regionally in markets where the restaurants are located.
// From our friends at Communication Arts