Each week, The Examiner showcases an advertising campaign by a local company.
Client: Togo’s
Job: Create TV spots introducing salad wraps
Agency: SenaReider
San Francisco Principals: Lou Sena and John Reider
Other clients: 24 Hour Fitness, Birds Eye, Lockwood Vinyards, EverBank
Creative Team: John Reider, writer-director; Diane Behnke, designer; Art Wilder, director of photography; Roger Krakow, editor; Steve Shapiro, composer.
The plan: Three television spots running on Fuel TV targeting sports enthusiasts, on ESPN and Fox Sports Network from April 30 through June 1. There is also a Web site, togos.com, as well as promotional vans that tour surf competitions on the California coast and feature art surfboards — a branded experience component.
The theme: “Fuel for your fire.”
The concept: Plastic forks are passé now that you can get your favorite Togo’s salad in a soft whole-grain wrap that’s ideal for California’s on-the-run lifestyle. Kind of salad-on-the-go.
John Reider
Age: 48
Title: principal and creative director
Education/background: Master’s in fine arts in film from the University of California at Los Angeles; approximately 20 years in the advertising industry. Previously worked at J. Walter Thompson and McCann-Erickson.
What drove your development of the concept?: The product was developed to make eating salad easier. They asked us to come up with an engaging, entertaining way to show that. They [the customers] are on-the-go-people. We thought, “Let’s come up with something that’s kind of fun. What if we had some fun with the idea that forks are passé?” You don’t need a fork — tongue firmly in cheek.
Working on next: More Togo’s advertising. This is considered a spring campaign, and we’re going to be working on a summer campaign for them.
