Big Boy Restaurants Unveils New Multi-media Branding Campaign

WARREN, MICHIGAN | Thursday, February 27, 2003

Starting the week of March 3, Big Boy Restaurants International LLC is launching a completely new advertising campaign which substantially changes the way the chain has been marketed. Capitalizing on the immense popularity and national recognition of the Big Boy icon, this innovative re-branding campaign is built around the Big Boy character, broadening his personality and connecting him with his adoring public in surprising situations. This inventive approach to branding is a fresh, fun and lighthearted way of utilizing the Big Boy character. The branding "hook" of the campaign, "Ohhh Boy!," reinforces the focus on the character and expresses the delight that customers can expect to find at Big Boy. The dynamic new spirit of the "Ohhh Boy" hook will carry over into all advertising, corporate communications, in-store point-of-sale materials, menus, employee buttons and the like. The campaign was unveiled to over 200 people including Big Boy franchisees at a February 26 presentation held at Detroit's Fox Theatre. A series of radio and television commercials begin airing in Michigan and Ohio March 3 through April 19. In the TV spots the Big Boy character will be seen in a myriad of unexpected situations emphasizing that Big Boy Restaurants is a "part of your life." In the radio commercials the singer lists some of the many things that make you say "Ohhh Boy" such as "a good hug, a winning score, a close friend, a warm smile ... a fresh cup of coffee and strawberry pie." The commercials were produced by Simons Michelson Zieve (SMZ) Advertising of Troy, Michigan. "For years we've heard from our customers how so many of the special times of their lives have happened at Big Boy Restaurants," said Tony Michaels, CEO of Big Boy Restaurants International LLC. "Generations of customers have had memorable family experiences at Big Boy: going to Big Boy after school, on their first date, for birthdays and Sunday brunches. Couples have met at Big Boy; one couple even got married at our restaurant. It's those kind of moments that the commercials depict, building on the relationships that people have with the Big Boy character," Michaels said. "Over the last 30 years, we have been fortunate to work for a company that has always had progressive and adventuresome leadership, encouraging us to develop groundbreaking work," said Mort Zieve, chairman of SMZ Advertising. "But this new opportunity to re-launch the Big Boy brand is the most exciting of our entire Big Boy career. The beloved Big Boy icon, which has unequaled recognition and acceptance, is the basis for this new campaign that we are confident will help Big Boy reach its goals for sales, growth and expansion," added Zieve. The "Big Boy is a part of your life" feeling is carried over into the covers of the new lunch and dinner menus, featuring the Big Boy character in whimsical everyday scenes: sitting in a barber's chair, with friends in a snazzy car out on the town, under a hair dryer at a salon and having fun with a group of children. Inside the new menus, diners will find the signature products Big Boy makes in its own commissary plus several new selections including hearty corned beef Reuben and Philly steak and cheese sandwiches, tender pot roast, chicken pasta primavera, chef's salad and turkey club super salad. Along with the launching of this new advertising campaign, Big Boy has opened a completely re-designed prototype restaurant in Grand Rapids, Michigan that sets the design standard for all future Big Boy restaurants. Headquartered in Warren, Michigan, Big Boy Restaurants International LLC is the exclusive worldwide franchiser of more than 455 Big Boy Restaurants in the United States and Japan.

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Big Boy Restaurants International
4199 Marcy St.
Warren, MI

Phone: (586)759-6000
Fax: (586)757-4737

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