Looks Like Everyone Is Eating At Abra!

Thursday, November 01, 2007

Is it really them or is it the magic of the food….

Abrakebabra, Ireland's leading international fast food chain, will unveil its latest advertising campaign ‘Looks Like Everyone is Eating at Abra' on Monday 11th November. Created by Young Advertising, the concept behind the €1million execution is based on look-a -likes of high profile personalities including Ali G, Britney Spears, Clint Eastwood, Marilyn Monroe, Hannibal Lector and Mike Myers enjoying a whole world of taste at Abrakebabra. In order to enhance Abrakebabra's contemporary positioning the trademark jingle ‘The Whole World in Your Hands' has been remixed for the campaign resulting in a funky hip-hop version.

Young Advertising has devised a phased and layered campaign of activity the initial burst comprises a 30 second TV and radio ad that will air nationwide from next week until January 2003.Further airings will run at intermittent times through to May 2003. To consolidate consumer awareness an extensive outdoor execution is also planned for early next year.

Produced in Sandyford Industrial Estate, against the backdrop of a specially reconstructed set showcasing Abrakebabra's latest refurbished store in Cork, it took two days to shoot the engaging ad that features a 50 strong cast.

According to Graeme Beere, Managing Director Abrakebabra, "Our objective in launching ‘The Looks Like Everyone is Eating at Abra' campaign utilising popular celebrity look-a-likes is to reinforce Abrakebabra's position as a destination that appeals to all age groups. The strength of this campaign will be in its ability to showcase the surroundings and atmosphere within Abra restaurants combined with the variety of quality food products available." For further information, please contact: Joanne Byrne, Presence PR.

Telephone: +353 1 6761062 Email: [email protected] url: www.presence.ie

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Abrakebabra Limited
11 Rathgar Road
Rathmines, Dublin 6

Phone: 353 1 496 7162
Fax: 353 1 496 7231

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