Your Father's Moustache has always had a lot going for it: a fantastic location, great food, local entertainment, the most popular deck in the city and a very memorable name. In our 10-year association with the "landmark pub and eatery," we have helped develop ongoing campaigns targeting its large and diverse customer base, comprised of families, students and tourists. The challenge is to continually sustain this momentum, to maintain the Moustache's position as a friendly, easy and reliable choice for casual dining.
In a city with hundreds of pubs and restaurants, loyalty and popularity can shift almost overnight, so it's imperative that a well-established eatery continues to stay fresh and stand out. Our success with previous marketing materials including menus, print ads and in-restaurant posters -- enabled us to leverage existing brand recognition for a new and innovative print campaign. Because the majority of placement occurs in The Coast, a local publication with high readership among students and young adults, we decided to parody existing advertisers in terms of content and design.
Recent examples satirize ads for chat rooms, jewelry dealers, advice columns and adult classes -- and the overall concept allows for a virtually endless number of executions. As well, the ads were actually reduced in size in order increase frequency without altering the Moustache's budget. This clever and strategic approach has broken new ground among all area advertisers while, most importantly, gaining increased attention for Your Father's Moustache.
