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

Newsom orders indoor uses in gyms, salons, malls, churches, more to close

California is largely closing again amid a spike in coronavirus cases across… Continue reading

UCSF study finds young adult smokers at high risk of severe coronavirus

Roughly one in three young adults nationwide are at risk of contracting… Continue reading

Haney secures needed support to ask voters to create street cleaning department

Public Advocate proposal also advances toward ballot as anti-corruption measure

Giants, A’s to play exhibition games before start of baseball season

The San Francisco Giants and Oakland A’s announced Monday that they have… Continue reading

Riders should expect big changes when Muni rail returns in August

Reconfigured routes will mean fewer, longer trains through tunnel

Most Read