Applebee’s Canada has partnered with Bell Media Mix to plan its biggest Canadian media campaign to date in terms of spend and reach. The restaurant chain will execute four campaigns over the next year, each lasting four weeks with the first having launched Feb. 17. The campaign is a joint effort with media by Bell Media Mix, creative from Ogilvy and communications support from BIMM.

The locally-focused campaigns target specific communities with an Applebee’s within 30 km. Using creative featuring voice-overs by local Applebee’s managers, the campaign reaches out to customers with discount offers and gift card giveaways on properties including CTV, CTV Two, AM800 (Windsor), Kool 105.3 (Cambridge), 103.1 Virgin Radio (Winnipeg), 99.9 BOB FM (Winnipeg), 96.1 BOB FM (Brandon), 101.1 The Farm (Brandon), 98.5 Virgin Radio (Calgary) and Big Dog 92.7 (Regina). Regionally targeted digital ads on CTV.ca push audiences to enter local radio contests to win gift cards.

Debbie Drutz, VP, Bell Media Mix, tells MiC that traditionally Applebee’s Canada had dealt on a very local level, using local radio almost exclusively. This is the first time they’ve taken a more comprehensive approach while also maintaining the local focus, she says. Reaching out to the local communities where these Applebee’s are located is key to the restaurant’s brand image as a family-friendly and affordable destination, says Drutz, adding that the radio focus is key to bringing in the older-skewing 25-to-54 core demo, as well as seniors.

Radio image via Shutterstock.