The Top 10 Restaurant Commercials of 2007

Consumers like a good laugh. But these days they love saving money even more.

Dan Dahlen, executive vice president for restaurants at New York City-based media researcher IAG Research, says most of the 10 best-recalled restaurant commercials so far this year (from Jan. 1 to Nov. 13, 2007) use humorous situations to set the stage for business-building messages. 'A commercial doesn't have to be fall-down funny,' says Dahlen, who has worked in the marketing departments at Shoney's and Wendy's as well as at several major advertising agencies. 'But a little wink or gentle humor goes a long way in aiding recall and likeability.'

With financial conditions tight for most households, however, humor alone isn't enough for a commercial to get noticed or to motivate viewers to become restaurant customers. 'If a commercial doesn't have a clear idea that's relevant, timely and appropriate, it's hard to compete in this [media] environment, because it's so cluttered,' Dahlen says. Value menus and new food items are ideas that can boost both consumer recall and restaurant sales.

'Retailers all have value messages interwoven into their commercials. That's the idea they want to get across,' Dahlen says. 'You have to go out there with a purpose.'

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Source - Restaurants & Institutions


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