www.dgwb.com.>DGWB Advertising & Communications (www.dgwb.com., Orange County’s largest independent marketing communications agency, has launched a new television ad campaign for longstanding client Wienerschnitzel that showcases the fast food pioneer’s rich legacy and heritage, with the first spot supporting its current 99-cent chili dog promotion. Featuring Wienerschnitzel Founder John Galardi in his television commercial debut and focusing on nostalgia by harkening back to when life was simpler, the DGWB-produced spots are currently being aired in select markets including California and Texas to drive Wienerschnitzel’s sales and loyalty to the 50-year-old QSR brand.nnThe 2012 ad campaign builds upon DGWB’s 2011 campaign for Wienerschnitzel that highlighted the brand’s founding in 1961. DGWB’s new campaign connects with today’s marketing trend that targets consumers by tapping into customers’ memories of youth while fondly recalling simpler times. The result is several on-air spots that were conceived, created and produced by Santa Ana, Calif.-based DGWB. The first of the Wienerschnitzel spots can be viewed via YouTube® here.nn
nThe first of the Wienerschnitzel spots can be viewed online at YouTube® here.nn”For decades, Wienerschnitzel has provided customers with an authentic, simple and real dining experience, and having the founder of the chain onscreen discussing the values he instilled 50 years ago that are still in place today helps deliver that message,” said Jon Gothold, DGWB executive creative director and partner. “Wienerschnitzel represents a unique everyday value, and when you couple that with the company’s sincere authenticity and heritage you’ve got a very simple story to tell that resonates well with consumers.”nnStarring Galardi, the 30-second TV spots feature snappy, 1960s-era music, throwback costumes and vintage automobiles. The first spot of the year promotes Wienerschnitzel’s longtime “secret weapon,” their chili. Galardi is heard telling stories about his company — as well as its famous chili dog. Children are seen digging into chili dogs and circa-1960s employees are shown as Galardi spins tales about the “gimmicks” he used when he opened his first Wienerschnitzel in 1961. Lending authenticity to his efforts to try “just about anything to get customers into our restaurant,” an actual photograph of Galardi is featured from back in the early ’60s with bikini-clad women holding beach balls touting “18-cent hot dogs.”nnThe spots were filmed on location at a Wienerschnitzel restaurant in the Orange County city of Newport Beach, which is the backyard of both Wienerschnitzel and DGWB. An additional restaurant in Long Beach, Calif., also was featured. nn”These spots are not overly complicated, nor do they need to be,” said Director Aron Orton of DGWB. “The spots relay a simple message. I never let the camera get in the way of telling the story of what Wienerschnitzel has stood for since 1961.”nnCREDITSnnAdvertising Agency: www.dgwb.com.>DGWB Advertising & CommunicationsnDirector, Aron OrtonnCreative Director, Jon GotholdnAssociate Creative Director, Courtney BetleynProducer, Antonietta SmekalnGroup Account Director, Doug Koegeboehnn nDirector of Photography, Craig BarkernRed Epic Camera, David Webern1st AC, Jeff KellynVisual Effects Supervisor, Robb HartnGaffer, Greg KendricknBB Electric, Josh DaynKey Grip, Brian “Stitch” SicottenGrip, Mike BryantnStylist, SkippernPost Production, DGWB/An Ideal WorldnVisual Effects, Robb HartnEditor, Aron OrtonnMotion Graphic Design, Brandt Weisman/Warren Davisn nMusic: Little Bitty Pretty OnenArtist, Thurston HarrisnRecord Label, EMI Recordsn nAudio Mastering, Stewart SoundnSound Engineer, Dave MysleknnTalent: John Galardi, Founder (himself)nDW `60’s Employee, Cory SampsonnDW `60’s Employee/Gorilla, Tanner HamnCustomer in car, Al SmekalnBoy, Theodore KantzalisnLittle Boy, Flynn OrtonnnAbout WienerschnitzelnFounded by John Galardi in 1961 with a single hot dog stand in Wilmington, Calif., Wienerschnitzel (www.wienerschnitzel.com) is a bona fide pioneer of the quick-service food industry. The world’s largest hot dog chain serves more than 120 million hot dogs annually and is famous for its delicious proprietary chili recipe. Based in Irvine, Calif., Wienerschnitzel operates or franchises 350 stores in 10 states and Guam. It is part of Galardi Group, which is also the parent company of The Hamburger Stand and Tastee Freez LLC. nnAbout DGWB nFounded in 1988, DGWB Advertising and Communications is a leading mid-sized agency best known for its shared values approach to integrated marketing. The award-winning Southern California firm provides general market advertising, creative, promotions, interactive media and public relations services, and utilizes a pioneering approach to consumer relationships that seeks to find the common values between its clients and their customers. From offices in the 1935 Santa Ana City Hall building, which the agency purchased and renovated in 2000, agency partners Mike Weisman, Mandi Dossin and Jon Gothold lead a staff of 80 in service of clients Toshiba, KFC, Wienerschnitzel, Hilton Garden Inn, California Avocados, Dole Fresh Fruit, Children’s Hospital of Orange County and others. Also housed at DGWB is The Values Institute, which explores values-based marketing and social entrepreneurialism issues and publishes the annual “Most Trustworthy Brands” surveys. For information, call (714) 881-2300 or visit www.dgwb.com.Mike Besack www.dgwb.com.>DGWB Advertising & Communications (714) 881-2317 Contact Mike via email
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