challenge 

In 1994 Chi-Chi's stores had just merged into new management called, Family Restaurants but despite the upsides, it was facing serious judgement from it's customer's "...problems related to both image and competition."

"By 1996, sales had fallen off to $278 million."

Campbell-Mithun-Esty (now, McCann) was hired to "revamp it's menu and advertising...because it was under fire for its high-fat menu by the consumer advocacy group Center for the Science in the Public Interest."

 

strategy

Update the menu with fresher and healthier food choices while bringing a little flavor to the overall brand. "Stores were also being renovated" in order
to remain competitive with compassion rises. 

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idea

Incorporate its healthiest ingredients into a tagline that can be built upon.

 

concept

"Life Always Needs a Little Salsa" later in 1999 it was shortened to "Get Salsified."

 

tactics 

Quarterly in-store promotions, supported by television, radio and public relations.
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results

The initial "Life Always Needs a Little Salsa" campaign, along with newly remodeled stores, bode well with consumers resulting in Family Restaurants awarding our team with additional promotional work over the next six years.

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source: International Directory of Company Histories COPYRIGHT 2006 Thomson Gale