Date: Monday, February 12, 2001
New Runza^® campaign debuts

A new broadcast campaign for Runza Restaurants debuted last week, featuring a new look, a new sound and a new tag line. It's the first full Runza campaign developed by Fusebox, the regional fast food chain's new creative advertising agency.

"Research told us there are some very specific reasons why people love Runza," explained Fusebox partner Yayle Roncka, "It's the little differences with the food. The crinkles on the fries. The meat of the hamburger patties. The bread of the Runza sandwich. It's amazing the kind of detail consumers gave us in focus groups."

"With that information, we knew we needed to focus on the food," added Fusebox partner Tim Siedell. "Our campaign is designed to highlight some of the differences that makes Runza unique and hopefully, to make some mouths water in the process."

The campaign introduces a new tag line: "The difference is real." According to Fusebox, the new line evolved out of the previous tag line, as well as the new research.

The first spots in the campaign focus on Runza's chicken sandwiches, including a new Crispy Chicken sandwich. Two television spots feature appetizing food photography, as well as an unusual spokesperson.

Fusebox went to great lengths to create the overall look and feel of the spots, According to Siedell, this meant bringing in one of the top food stylists in the nation, investing in the same film stock used in feature films, creating an original music score, and bringing in a special computerized camera head, the only one of its kind in the nation.


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