Challenge:
East Side Mario’s tasked us with creating a 15-second commercial that captured the joy of dining in with family while visually communicating value through abundance. With rising costs and Canadians dining out less frequently, value was more important than ever. The brand needed to remain the go-to family destination in comparison to competitors, while appealing to a broader definition of family, including friends and chosen family.
Strategy:
To address the challenge of encouraging Canadians to dine out amid rising costs, we developed the “You kidding me?” commercial concept, using playful humor to make East Side Mario’s value instantly relatable. Mom’s disbelief about the All-You-Can-Eat Soup, Salad, and Garlic Homeloaf deal provides a fun, memorable way of showing that diners that they can get more than they expect. By pairing relatable humor with mouthwatering product visuals, we reinforced the brand as the go-to destination for families, friends, and chosen families, while clearly communicating generous value in a crowded casual dining market.
