Sizzler, a value-price steak and salad bar chain, with some 265 U.S. restaurants, will support the sandwiches via local-store marketing efforts.
$7 MIL AD BUDGET
The next TV advertising for the chain, which has budgeted about $7 million for media ads this year, is targeted for spring and is likely to feature steaks.
Evans, Hardy & Young, Santa Barbara, Calif., is the agency for broadcast advertising. Wiley & Associates, Westlake Village, Calif., was recently tapped to handle the $1 million in-store marketing and print portion of the account.
Wiley's first project is supporting the sandwiches, aimed at luring more women to the chain and at boosting lunch business.
"We're trying to work toward enticing a younger clientele and more couples and friends out for the evening," said Wiley President Caryn Wiley, while not alienating its core older customers.
Keith Frohreich, VP-marketing for Sizzler, said part of Wiley's appeal as a new agency for the chain was the fact it's an all-women shop.
"Sizzler and steak in general [have] much more of a male slant. We're trying to balance it out because we believe that women have major veto power in restaurant choices," Ms. Wiley said.
Contributing: Alice Z. Cuneo.