CHI-CHI'S HEATS UP ADS WITH PLAYFUL APPROACH

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Chi-Chi's Restaurants is breaking a $12 million integrated marketing campaign March 24, the first effort from new agency Campbell Mithun Esty.

The new theme is "Life always needs a little salsa."

"We felt it was time to take a fresh look at ourselves and spice things up a bit," said Laurie Katapski, senior VP-marketing.

MULTIMEDIA

The campaign opens with two 30-second TV spots, a 60-second radio spot and newspaper advertising in select markets.

The agency, awarded the account in December, extended the playful nature of TV creative throughout in-store promotional materials such as table tents, posters

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