Agency Spy

The NYTimes has covered the new ad campaign by McCann Erickson Worldwide for Applebee’s this morning. Featuring the voice of Wanda Sykes, the big-agency-that-barely-cann is trying to get a new generation of customers into the chain with the tagline “Together is good.” Applebee’s will also start a rebranding effort that includes a new logo, new uniforms, redesigned restaurants and a new theme. Um… maybe someone should tackle the issue of the food and service being subpar? The blog Consumerist is rife with comments like this:

“My family went to Applebee’s a few times. The food and service were only fair at best every time we went. The last time we went I discovered a paper napkin cooked into my food. After that I saw no reason to ever go to an Applebee’s again and I don’t think I’ll be changing my mind.”

In any case, the Times went on to ask McCann for a statement: “We’re going to be the advocate for people ‘togetherizing,’” said Lori Senecal, New York general manager at McCann Erickson, using a made-up word to describe the campaign.” Don’t you love how the newspaper pointed out she made that word up? And rightfully, so. Sometimes it’s better to just stick to the dictionary.

Broadcast spots are to begin running this week and the brand has a lot of hopes riding on them. “Applebee’s net income fell to $80.9 million in 2006, from $101.8 million in 2005 and $110.9 million in 2004.” The teaser campaign consisted of an ad in USA Today (right, because that’s what the techno-savvy generation reads) that told readers of a search for a new “spokesapple.” The ad directed people to applebees.com/auditions, where they could watch video clips of various apples trying out for the part. This week, another clip was added revealing that Wanda Sykes was the winner (see above). After five days, the spot has little more than a thousand views. Um, Wanda is funny and all, but again, who over at McCann thought this idea was going to resonate with the generation that adores its Blackberry’s, iPods and aggregators?

An online component will focus on sites where people can connect with one another — like Classmates.com, Reunion.com, Americangreetings.com — where banners will encourage people to plan their next get-together at Applebee’s. All well and good, but um… so, no Facebook? No Bebo? This mission of Applebee’s as a place to gather could be expanded to really reach a new demo. Example: Applebee’s has half price appetizers after 9 pm. How about targeting college students as the cheap place to take the study group after a tough session? As a broke, suburban teenager in desperate need of a place to take your date after the movies, mall, the show at your friend’s garage, wouldn’t Applebee’s fit the bill?

Whatever. McCann is just doing what McCann does best - the bare minimum.

Meanwhile, the entire causal dining industry is suffering. Naturally, brands have looked to branding and advertising to save their bottom lines. Red Lobster has recently turned to The Richards Group. Outback Steakhouse and Sizzler are looking. Chili’s, which in April left GSD&M’s Idea City, has moved to Hill, Holliday, Connors, Cosmopulos.