St. John's New Campaign For Metro Diner Lets Millennials Have It Their Way

St. John's New Campaign For Metro Diner Lets Millennials Have It Their Way

May. 05, 2022

Independent, full-service advertising agency St. John has created a new advertising campaign for client Metro Diner, a growing chain of casual eateries based in the Southeast. "Want What You Want" was designed to connect with the brand’s current guests while also reaching a younger audience and let millennials know that the brand attributes align with their wants, needs, and desires.

The campaign consists of one 30-second spot, a pair of :15s, a pair of :06s, and some digital and social executions. In the :30, it’s all about the grub. As messages about craveability flash by (breakfast for dinner, half a fried chicken with a Belgian waffle), the focus is on mouth-watering food—pancake stacks, fried chicken, mac & cheese, bacon, and burgers—shot close up and flashed in rapid succession.

Peter Herbst, St. John executive creative director said:

"Simply put, Metro Diner is unapologetic indulgence. You go there to get huge portions of deliciously prepared, over-the-top meals that you hanker for. We wanted the creative to be true to the brand and cut through the overly photoshopped and perfectly lit work of the competition and simply deliver the promise of the most craveable food, without a shred of guilt." 

 

The work is running on connected TV, pre-roll, digital video, display, and paid social for six weeks beginning this week in 12 states: Alabama, Delaware, Florida, Georgia, Indiana, Kentucky, North Carolina, Oklahoma, Pennsylvania, South Carolina, Tennessee, and Virginia. The spots will reach all 58 Metro Diner locations.

St. John is Metro Diner’s AOR. The agency began working with the client in December of 2019.

Related News

Sep. 22, 2022

St. John Launches Restaurant Consultancy, Store by Store, to Drive Retail Growth

Industry veteran Jenifer Boyd Harmon is leading agency spinoff as executive vice president and will advise QSR

Aug. 22, 2022

St. John Adds Erica Pelletier as Account Group Director

Before joining St. John, Pelletier was group account director at 88 Brand Partners in Chicago

Apr. 05, 2022

JEA Promotes Northeast Florida Businesses In "Your Community. Your YOUtility" Campaign

JEA has launched a new educational campaign by agency St. John

Latest News

Sep. 30, 2022

The Impact Of Young Football Academy Players Dropped Without Support Is Laid Bare In New Campaign

A hard-hitting, heartbreaking new film is created by House 337

Sep. 30, 2022

Hype Celebrates 25th Anniversary; Its "Silver Jubilee" Year

The award-winning agency, headed by company Co-Founders/Special Agents Colleen O’Mara & Jessie Nagel celebrates its "Silver Jubilee"