Mr. Jim’s Launches Multimedia Campaign for 2008

Mr. Jim’s is excited to announce the launch of our 2008 integrated media campaign that includes radio, Internet and billboards. We’ll be reaching our main target demographic audience. Using a broader demographic of adults 18+, the radio schedule alone will reach 2.5 million people multiple times throughout the schedule.

Campaign Creative Strategy

Our main goal is to persuade prospective customers who are not familiar with Mr. Jim’s to try our superior pizza. We will also support and improve our current customers’ affection for Mr. Jim’s and the pizza they love. We will emphasize that, unlike the big three pizza chains who truck their dough in, the dough for Mr. Jim’s original crust pizza is made fresh daily right in our stores. Couldn’t be fresher! And instead of burgers, chicken or fajitas deprived of our crust, we’ll encourage people to try Mr. Jim’s crust-a-licious burger, chicken and fajita pizzas.

Campaign Media Strategy

Beginning the first week of January, Mr. Jim’s radio spots will run on five of the top radio stations in the DFW market

The radio schedule is concentrated during prime pizza ordering days, times and months of the year and will run primarily during evening drive time Wednesday through Friday.

Simultaneously, an Internet campaign targeting the radio stations’ listeners through the station websites and email blasts will be launched an outdoor campaign utilizing 14’x48’ billboards with two different campaign messages will tie into the radio spots. The radio stations will drive listeners to Mr. Jim’s website with contests and rewards programs.

Tune, logon and drive by Mr. Jim’s exciting new campaign for 2008.

Creative Samples

Radio: "Dough Rise", "Burger Crust", "Other Guys"

Billboards: "Crust-Deprived Burgers", "Crust-Deprived Fajitas"