Various concept proposals for a national Applebee's campaign about their signature items.
Creative & Art Direction: Paulina Pepper.
Agency: NM+U.
Location: Mexico.
Objectives:
· Drive new traffic to restaurant.
· Increase in-store sales YoY.
· Generate awareness of Signature Items.
· Generate awareness of Celebration theme.
· Create a public reaction for the brand.
Concepts:
«These items are the favorites because they are big and bold… the kind of things you tell stories about forever.»
«These items are the favorites… but they are best enjoyed with your favs.»
«The new thing is National ____ Day.
As the brand who invites you to celebrate every day… we will make it official with our dishes.»
«These items are the favorites because they are big, bold and epic…
Just like your best times.»
«We're celebrating these items because they are our originals.
They are the originals items, done with original twists…
just like you and your reasons to celebrate.»
