If there’s one thing a young person detests, it’s a lame sandwich, and looking to widen its customer base, in part by courting the all-important millennial consumer, the Dedham-based D’Angelo’s restaurant chain has launched a new ad campaign featuring “sandwich interventions.”
The campaign was devised by Boston ad agency Allen & Gerritsen, and it builds on “Think With Your Stomach,” the new advertising tagline for D’Angelo Grilled Sandwiches, which has 168 locations in New England.
As part of the campaign, Allen & Gerritsen is posting a series of “sandwich intervention videos” on such digital channels as Hulu, YouTube, and Spot Exchange.
Aimed partly at millennials --- a demographic made up roughly of consumers between the ages of 18 and 34 and an age group known for its love of sandwiches --- the ads challenge people to “focus on ingredient quality by performing ‘sandwich interventions,’ in which concerned friends, family members, and co-workers implore loved ones to avoid falling prey to ‘steak out of a warming tray’ or ‘subs out of a microwave.’”
Part of the campaign will involve street teams doing sandwich interventions at major events throughout the fall. The street teams will hold “Tweet & Meats” where they will hand out samples, “Think With Your Stomach” T-shirts, and $2 coupons, the agency said.
D’Angelo Grilled Sandwiches is a sister chain of Papa Gino pizza restaurants. Allen & Gerritsen became the company’s agency of record in December. It recently devised a new ad campaign for Papa Gino’s with the theme of, “Let’s Eat.” Other Allen & Gerritsen clients include the Boston Celtics, Comcast, and MFS Investment Management.Chris Reidy can be reached at firstname.lastname@example.org.