A restaurant chain best known for its breakfast menu, Perkins felt their advertising was in need of a fresh approach. Encouraged by the appeal of a rooster in a previous spot, Perkins asked for ideas using a rooster not just in breakfast-oriented spots, but also in its dinner entrée promotions. Featuring a rooster – the epitome of an early riser – for non-breakfast meals is obviously counter-intuitive, but we kept the character relevant by introducing a new theme that extended Perkins’ breakfast heritage into other meals as well. That freed us to use the rooster in fun, unexpected ways, no matter the promotion. Franchisee feedback has been overwhelmingly positive and even viewers have written to praise the spots.
“Breakfast” :30
“Steak” :30
“Seafood” :30
(clockwise from
upper right)