Quiznos, which runs restaurant chains for sandwiches, salads and soups, has debuted a new national broadcast advertising campaign featuring three cats – nicknamed the “Singimals” – singing the features of Quiznos new $5, $4, $3 menu offerings.
This advertising spot is the first of the fun and humorous “Singimals” commercials which will run on national and local television and radio beginning July 19.
The campaign will also feature an online contest where consumers can upload their own versions of the “Singimals” song for the chance to win a $5,000, $4,000 or $3,000 cash prize. The winning submission will be aired on national television or radio as part of Quiznos 5, 4, 3 campaign.
In a similar campaign, recently Domino’s launched an online offer called Show Us Your Pizza, inviting consumers to submit their best natural Domino’s food photography to earn one of four prizes of $500. (Read: Domino’s Pizza Says Shoot Before You Eat)
And Kentucky Fried Chicken (KFC) offered up to 50,000 free sandwiches to competitive restaurants’ two-timing employees who want to taste its new eatable. (Read: KFC Calls Rivals to Taste its New Doublicious)
In the food market that is going from hot to hotter, Salad seller Wendy’s brings on platter some fresh and flavorful line-up of salads: Apple Pecan Chicken, BLT Cobb, Spicy Chicken Caesar and Baja. (Read: Wanna Savor Wendy’s New Salads?)
The “Singimals” campaign was created by marketing agency WONGDOODY with inspiration from popular internet videos featuring pets.
According to Quiznos, the concept and preparation for the commercial took only three days, including the making of the animal wardrobe. The three male cats, who shared their own padded trailer for the shoot, were only on set for one day and the final commercial was completed five days later.
Each of the cats was filmed individually, receiving treats throughout the day as an incentive to play and have fun with their instruments. No animals were hurt during filming of the commercial, which can be viewed on the Quiznos.com homepage under “Lunch Break” or on YouTube.
Beginning August 2, 2010, Quiznos will also be holding a contest challenging consumers to create music videos utilizing the song from the 5, 4, 3 “Singimals” commercial. Videos will be uploaded directly to Quiznos.com and must include fun photos and incorporate the 5, 4, 3 song in some way.
Consumers will have six weeks to enter, followed by a two week online consumer voting process to determine the three winners. The Quiznos creative team will define the top 10 video submissions for consumer voting.
The three winning creators will win $5,000, $4,000 and $3,000, respectively, and the top song will debut on national television or radio. Consumers are urged to upload and preview their videos on the Quiznos Facebook page beginning now, to showcase their talents prior to the contest start.
“This fun, new campaign was created to reach consumers in a creative and light-hearted way, while engaging them to interact with the brand on Quiznos.com,” said Jason Robson, Quiznos’ chief marketing officer.
In addition to the music video contest, Quiznos will host an instant win contest where consumers can enter to win five, four or three $5 Quiznos gift cards. Details will be available on www.quiznos.com beginning July 23.
Quiznos $5, $4, $3 value menu offers different choices with $5 large Deli Subs, a $5 Choose 2 menu, $4 Toasty Torpedoes, and $3 Toasty Bullets.