ToGo's Launches "Legends of Togo's" Marketing Campaign

A humorous new advertising campaign for Togo's, a division of Allied Domecq Quick Service Restaurants (QSR), introduces an ancient civilization of sandwich makers to demonstrate the Togo's brand character and the sandwich chain's expertise at making great-tasting sandwiches. The campaign was created by the San Francisco office of advertising agency Hill, Holliday, Connors, Cosmopulos, Inc., and represents the agency's first work for Togo's since picking up the business in November 2001.

"The sandwich makers are obviously fictitious, but they make the point. Togo's has always been about making great sandwiches that satisfy your hunger," said Mark Richardson, Vice President Multi-branding, Togo's and Global Communications, Allied Domecq QSR.

The "Legends of Togo's" campaign, consisting of two 30-second TV spots, introduces the tag, "Togo's. It's a way of lunch." In one spot, the ancient culture performs various heroic stunts, such as slicing a tomato mid-air with a club and conquering the avocado gauntlet while dancing to the beat of a native drum, to show how from the beginning, sandwich making required a blend of sporting ability and gravity-defying behavior. "And so it is today with our legendary sandwiches, piled high just the way you like them," reads a voiceover.

A second spot features a mythical giant creature called "The Hunger" who rises out of the ocean in search of a Togo's sandwich while Togonians scramble in retreat.

"The ads' entertaining style is exactly what the brand needs to break through the television clutter and distinguish us from our large national competitors," said Richardson.

TV spots, beginning in May, will run in Boston and in seven California markets: San Francisco, San Jose, Sacramento, Los Angeles, Bakersfield, Morgan Hill/Gilroy and Chico. In addition to the new ads, Togo's is preparing a summer promotion that will include new product introductions, product sampling at events, and a creative web-based contest.

Togo's originated in San Jose, California in 1971. Each day, Togo's makes over 164,000 sandwiches that are full of premium lean meats, cheeses, fresh vegetables and savory toppings. Signature sandwiches include: Hot Pastrami, Savory Barbecue Chicken, and Avocado and Turkey. With more than 300 locations in California, Togo's also has stores located in Arizona, Colorado, Illinois, Indiana, Maryland, Nevada, Oregon, Pennsylvania, Rhode Island, Utah, Virginia, and Washington. New locations recently opened in Connecticut, Florida, Georgia, Massachusetts, Michigan, New Jersey, and New York.