"There's no denying the power of a Krystal" is the theme for Krystal Co.'s $10 million marketing effort that begins today. The campaign, from new agency Ogilvy & Mather
, plays on the Chattanooga, Tenn.-based fast-food marketer's cultlike following. Ads follow the travels of a backwoods philosopher named Lucky Larry who muses about Krystal's allure.
In addition to TV, radio and print ads, the campaign includes point of purchase, special promotions and a Southeastern road tour featuring Larry and his van, a mobile shrine to the small, square Krystal burger. There are more than 300 Krystal-owned or franchised restaurants from Missouri to Florida.