Benihana rolls new ad campaignBenihana rolls new ad campaign

MIAMI Benihana Inc. has launched an integrated campaign designed to position the teppanyaki chain as a destination for a “special dining experience.”

The “Now That’s Special” campaign, created by Cronin and Company LLC of Glastonbury, Conn., includes print, billboards, rich media/banner advertising, a 15-second pre-roll video and a new website. The campaign is Cronin’s first work for Benihana since winning the account earlier this year.

The campaign launched Monday in 26 cities across the country.

As part of the campaign, a redesigned website at www.benihana.com allows visitors to send a “Benigram,” a custom message crafted by a virtual chef on the teppanyaki grill. The site also invites visitors to view, e-mail and download their Benihana souvenir photos taken in the restaurant.