Give Applebee's credit. It seem to understand its consumer and isn't trying to convince people it's something its not...For those that haven't seen it, Applebee's recently launched a new set of tv ads creating parodies off of the latest foodie trends - namely farm to table, heirloom, etc - in an effort to connect with their core consumer who are just looking for reliably good food at a good price.
I like the first ad better than the second ad because it hits home harder on the primary benefit that the food is a "good value and taste good" - because that's really why a consumer would choose to go to Applebee's. Nevertheless, despite the parody, the ads still help portray Applebee's as using fresh ingredients - which is a nice halo benefit.
While I love the drama of the ads and believe they truly hit on relevant consumer insights, I have two concerns with how effective the ads will be in driving traffic. First the parody drama is a bit long, so there is a risk their core consumers may tune out the ad before the core message, and second, there could be strong brand linkage at the end of the ads.
Overall though, bravo Applebee's, bravo...
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