SenaReider for Togo’s

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.

businessBusiness & Real Estate

If you find our journalism valuable and relevant, please consider joining our Examiner membership program.
Find out more at www.sfexaminer.com/join/

Just Posted

Muni’s K-Ingleside trains will resume service after a long hiatus caused by the COVID-19 pandemic. (Kevin N. Hume/S.F. Examiner)
K-Ingleside train to return on May 15

Announcement comes on the heels of pressure from Supervisor Myrna Melgar

Demonstrators march from Mission High School towards the San Francisco Police station on Valencia Street. (Jordi Molina/ Special to the S.F. Examiner)
Vigil, march honors those killed by police

Deaths of Daunte Wright, Roger Allen and others prompt renewed calls for defunding

A Recology employee stands at the comapany’s recycling facility on Pier 96 in 2016. (Jessica Christian/2016 S.F. Examiner)
Nuru scandal: Feds charge second former Recology executive with bribery

A second former Recology executive is facing charges for allegedly bribing ex-Public… Continue reading

Kiana Williams
Stanford’s Kiana Williams drafted by WNBA champion Seattle Storm

Kiana Williams is going from one championship team to another. A senior… Continue reading

Talika Fletcher, sister of Roger Allen, is consoled at a vigil to honor her brother, who was killed by Daly City Police on April 7, on Wednesday, April 14, 2021. (Kevin N. Hume/S.F. Examiner)
Supporters march for SF man killed by Daly City police

Struggle over fake gun ends in shooting of 44-year-old Roger Allen, DA says

Most Read