One of my favorite advertising genres is the "We don't suck anymore" campaign. Though I can't find any examples online, sometime around the late 90s (around when they dropped fried chicken), Hardee's ran a series of talking head "give us another try" ads where actors playing customers described how they had written off the chain (sometimes mentioning the smell of the restaurants) but had dropped in recently and it wasn't that bad. Jack in the Box took a humorous but similar approach after its 1993 E. coli outbreak.
Now we have a new variant with a campaign built around how bad the General's ads used to be.
There's a challenges in building a campaign around how inexpensive your product or service is without having your ads look cheap. I'll bet good money that a market research team recently brought that point home to management at the General.
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