As road trip season commences, Kelseys Original Roadhouse is celebrating its top-selling menu item – the legendary Four Cheese Spinach Dip – in an integrated billboard campaign titled “Dip Dip Hooray” across Ontario, St. John’s and Moncton.
Launched in mid-June, the campaign leverages stunt and digital billboards alongside a drool-worthy 3D cheese pull, aiming to leave guests longing for their next visit.
“Our Four Cheese Spinach Dip is one item that has become synonymous with the brand for much of our forty-year history,” says Shannon Lawler, Director of Marketing, Kelseys Original Roadhouse. “It’s a menu item that is truly loved by our guests and social media followers and is often imitated, but never duplicated.”
The billboards were carefully curated with lighthearted sayings including “Dip Dip Hooray” and “Oops we Dipped it Again” to capture guests’ attention. The locations of the billboards align with Kelseys’ road trip brand positioning, placed on routes to popular summer road-trip destinations and in proximity to the 67 Kelseys locations. These include Barrie, Hamilton, London, Mississauga, Moncton, Oshawa, Ottawa, Peterborough, St. Johns and Toronto.
The campaign is coupled with a Kelseys equity TV spot, “Take a Trip Down the Block,” digital ads, influencer activations and a direct mailer. This campaign is amplified through a free Four Cheese Spinach Dip offer on Kelseys.ca and the opportunity to win free Spinach Dip for a year by taking the #dipchallenge.
The campaign was created by Toronto-based Ostrich Studios, with the agency-production hybrid managing all creative duties. Genuine Media executed the media buy, which managed all the billboard and digital ad buys.
Visit Kelseys.ca for a FREE Spinach Dip offer!
About Kelsey’s Original Roadhouse
Kelseys is Canada’s Original Roadhouse, since 1978. With 67 locations across Canada primarily in Ontario, as well as Moncton, New Brunswick, and St. Johns, Newfoundland. Inspired by the uninhibited spirit of road tripping and the classic roadhouse, the rules are different at Kelseys. It’s where you go to eat how you want to eat, drink what you want to drink and be who you want to be.
About Recipe
Founded in 1883, RECIPE Unlimited Corporation is Canada’s largest full-service restaurant company. The company franchises and/or operates some of the most recognized brands in the country including Swiss Chalet, Harvey’s, St-Hubert, The Keg, Montana’s, Kelseys, East Side Mario’s, New York Fries, Fionn MacCool’s, Bier Markt, The Landing Group of Restaurants, Original Joe’s, State & Main, Elephant & Castle, The Burger’s Priest, The Pickle Barrel, Marigolds & Onions, Blanco Cantina, Añejo, Fresh and Ultimate Kitchens.
About Ostrich
Established in 2018, OstrichCo is a brand, digital innovation & product development studio based out of Toronto & NYC. Ostrich collapses brand design, technology, media & production into one fluid workstream to bring new ideas & innovations to market faster, cost-effectively and with a more compelling connection to human need.
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