With the start of the road trip season, Kelsis Original Roadhouse Ontario, St. John’s and Moncton are celebrating its best-selling menu item – the legendary Four Cheese Spinach Deep – in an integrated billboard campaign titled “Deep Deep Hooray.”
Launched in mid-June, the campaign uses stunt and digital billboards alongside a drill-worthy 3D cheese pool, aimed at making guests yearn for their next visit.
“Our Four Cheese Spinach Deep is an item that has become synonymous with the brand in our forty-year history,” he said. Shannon Lawler, Marketing Director, Kelsis Original Roadhouse. “It’s a menu item that our guests and social media followers really like and often imitate, but never duplicate.”
Billboards were carefully lined with light-hearted sayings, including “Deep Deep Hooray” and “Oops We Dipped It Again” to attract guests’ attention. Billboard locations are lined with Kelseys Road Trip brand positioning, on the route to popular summer road-trip destinations, and in the vicinity of 67 Kelsey locations. These include Barry, Hamilton, London, Mississauga, Moncton, Oshawa, Ottawa, Peterborough, St. John’s and Toronto.
The campaign is associated with a Kelseys equity TV spot, “Take a Trip Down the Block,” digital advertising, influencer activation and a live mailer. The campaign has been further expanded by accepting the Free Four Cheese Spinach Deep offer at Kelseys.ca and the chance to win a free Spinach Dip for one year by accepting the #dipchallenge.
The campaign was created by Toronto-based Ostrich Studios, the agency-producing hybrid handling all creative responsibilities. Genuine Media has performed Media Purchase, which handles all billboard and digital advertising purchases.
Visit Kelseys.ca for a Free Spinach Dip Offer!
About the original roadhouse in Kelsey
Kelsey is Canada’s original roadhouse, dating back to 1978. Initially in Ontario, as well as Moncton, New Brunswick and St. John’s, Newfoundland, with 67 locations across Canada. Inspired by the road tripping and the unobstructed attitude of the classic roadhouse, the rules at Kelsey differ. This is where you go to eat how you want to eat, drink what you want to drink and be what you want to be.
About the recipe
Founded in 1883, RECIPE Unlimited Corporation is the largest full-service restaurant company in Canada. The company franchises some of the most recognized brands in the country, including Swiss Chalet, Harvey’s, St. Hubert, The Cage, Montana’s, Kelsey’s, East Side Mario’s, New York Fries, Fion McCull’s, Beer Market, The Landing Group. And / or operates Restaurant, Original Joe’s, State and Maine, Elephant and Castle, Priest of the Burger, The Pickle Barrel, Marigold and Onion, Blanco Cantina, Anejo, Fresh and Ultimate Kitchen.
Founded in 2018, OstrichCo is a brand, digital innovation and product development studio located outside of Toronto and NYC. The Ostrich brand breaks down design, technology, media and manufacturing into a fluid workstream to bring new ideas and innovations to market faster, more economically and with a more compelling connection to human needs.