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Culver's confident of brand growth
February 18, 2009
PRAIRIE DU SAC, Wis. — Bucking the trend of a down economy, Culver's Restaurants is committed to growth, leading to increased sales, new restaurant openings, and an aggressive marketing campaign launching nationally around this year's Academy Awards, the company has announced.
Culver's, which is celebrating its 25th anniversary this year, ended 2008 with nearly a 10 percent increase in overall sales and 23 new stores, including two in Phoenix, a new market for Culver's. The company has 20 more store openings planned for 2009.
Culver's also is continuing with its Culverization marketing effort by moving into the "Culverization of the Nation." The campaign began a year ago and focuses on the brand's quality hospitality. The company's new marketing push seeks to extend Culverization across the country.
The new campaign launches with Culver's first-ever national TV ad, a 60-second commercial that will air Feb. 22 during the live "red carpet" show on E! preceding the Academy Awards. The 60-second commercial also will be shown during the Oscars broadcast on ABC affiliates in select markets, after which a series of 30-second spots will extend the campaign throughout 2009.
In addition to the TV ad, the campaign will include radio, a new crop of Culverisms (the sayings on all point-of-sale and packaging), social media and grassroots events. Culver's also has a growing following on Twitter and a Facebook fan page.
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