Long admired as a popular, family-owned restaurant chain known for serving fresh, homemade food to its loyal senior guests, MCL Restaurant & Bakery was seeking to attract a new generation of families to this Midwestern dining institution.
With focus on the affordability of their hot, homemade food, ZMP created the campaign “Make it an MCL Meal for Under $6-$8-$10” showcasing MCL’s complete meal combinations at each pricing level targeting guests with a value-driven message.
The integrated marketing campaign included in store signage, web support and outdoor boards in addition to production of TV spots and a web series featuring Hollywood actor/writer Vic Cohen. The man-on-the-street style interviews promoting the homemade food and value of the offer were an immediate success.
Cohen was also featured in a second TV/web campaign to introduce the new Kids Menu with a Kids Eat Free promotion to drive greater trial among families. Resulting in triple digit increases in guest counts during the promotional period the Kids Eat Free promotion has become a permanent fixture on the MCL promotional calendar.