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The reactions to the new commercials were “almost unpredictable” during the campaign’s test and since they began airing, Hackbardt said, which gave him confidence that the “One for All” message would reach BJ’s audience without diluting the brand’s positioning.

BJ’s has integrated several other elements into the TV campaign in order to track the overall effort’s effectiveness. Both commercials are tagged at the end with an invitation to visit the brand’s website or Facebook page to access a coupon for $5 off the next purchase of at least $20.

BJ’s also has more than 1 million members in its email marketing database, and more than 650,000 people have liked its Facebook page.

“To get the offer you have to go to our website and Facebook page, which helps us see how much engagement is happening off that medium,” Hackbardt said. “A strategy is to send people to the website so they learn more about BJ’s rather than assume they already know what we’re about. They may go and find the Premier Rewards Program and want to join it, which builds the database for future messaging and interaction for other guests.”

A four-page freestanding insert will reach about 4.6 million households, showing off several new menu items, like a Salted Caramel Pizookie dessert or Cherry Chipotle Glazed Salmon, Hackbardt said. The offer on the back of the insert is for a free Pizookie if the person registers for the Premier Rewards loyalty club.

BJ’s owns and operates 146 restaurants in 17 states.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN