A Pacific Northwest chain of seafood eateries, founded by legendary restaurant mogul, Bob Farrell (of Farrell's Ice Cream, remember those?). The brand position we came up with was "Fresher the Better."
Our medium was primarily outdoor, so we had to be graphically quick with a fast message. Brand ID had to work from a far distance, even when the advertising was specific and retail. I led the phenomenally talented creative team of Anno Ballard (writer) and Mary Hoeflich (art director) on this campaign.
We did do one :10 TV spot, though, to introduce the new brand proposition, "The Fresher the Better." The local TV station offered our client a free :10 spot, and they'd provide the production at no cost, and we just had one hour to shoot it. We loved those kinds of restraints. Even the fish was free (provided by the restaurant).
