Why would one restaurant rip off another's ad campaign? (tier, buy, companies)
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I am fascinated by marketing so I find it very interesting to see what companies with big marketing / advertising budgets do with their money.
Pizza Hut has been running a fake restaurant ad where they serve their new pasta dish to unsuspecting customers who then find out that the amazing pasta they are eating just comes from Pizza Hut.
Carl's Jr. (and Hardees) has an ad campaign where unsuspecting customers in a fake restaurant are served their premium burger and then told that it is actually just a Carl's hamburger. The customer acts surprised and everyone claps and laughs... (Here is one of the Carl's ads - YouTube - Carl's Jr. Fake Restaurant - Shelby)
So, for you marketing experts out there - why do companies copy another's campaign so blatantly? Have they no pride? I am not talking about the secret taping in general. Burger King did that kind of ad when they told customers that the whopper was discontinued and taped their anger and disbelief. I am talking about ads that are interchangeable with a competitor.
Of course they would. Advertizing has no credibility because lying is their business. Some adds may be very clever but all are willing to distort to get you to buy the product.
I am fascinated by marketing so I find it very interesting to see what companies with big marketing / advertising budgets do with their money.
Pizza Hut has been running a fake restaurant ad where they serve their new pasta dish to unsuspecting customers who then find out that the amazing pasta they are eating just comes from Pizza Hut.
Carl's Jr. (and Hardees) has an ad campaign where unsuspecting customers in a fake restaurant are served their premium burger and then told that it is actually just a Carl's hamburger. The customer acts surprised and everyone claps and laughs... (Here is one of the Carl's ads - YouTube - Carl's Jr. Fake Restaurant - Shelby)
So, for you marketing experts out there - why do companies copy another's campaign so blatantly? Have they no pride? I am not talking about the secret taping in general. Burger King did that kind of ad when they told customers that the whopper was discontinued and taped their anger and disbelief. I am talking about ads that are interchangeable with a competitor.
Could it be because it requires less marketing dollars to produce a similar product. As long as the said advertising method appears to have worked?
Or, if they're trying to reach a different demographic?... following the current economic downturn marketers are trying to draw on the the people that usually would go to Olive Garden, and show them that they can now get the same thing at Pizza Hut... likewise, people that would usually go to Ruby Tuesday/Red Robin for a burger, can get the same quality at Carl's.
In a slower economy, the "bargain" brands try to draw in more customers from the higher tiers?
All of these restaurants are copying the old Folger's or Maxwell House coffee ads... "the coffee in this fine restaurant has secretly been replaced with... " I can't remember which of the two it was (I was a kid in the 70s myself!), but they are memorable and I found myself thinking, "hey, they copied..." the other day when I saw the Pizza Hut one.
Could it be because it requires less marketing dollars to produce a similar product. As long as the said advertising method appears to have worked?
Or, if they're trying to reach a different demographic?... following the current economic downturn marketers are trying to draw on the the people that usually would go to Olive Garden, and show them that they can now get the same thing at Pizza Hut... likewise, people that would usually go to Ruby Tuesday/Red Robin for a burger, can get the same quality at Carl's.
In a slower economy, the "bargain" brands try to draw in more customers from the higher tiers?
-chuck22b
Some good ideas, Chuck. You might be onto something with the slower economy.
I realize that originality must be the most difficult aspect of advertising. I just think that marketing people would want to show they are worth the money by showing some originality / creativity. How hard is it to watch TV and then copy other people's ads? But I see it all the time so apparently there are many companies that are content with mediocrity.
I mean really, how hard is it to copy?
Got Originality?
Creative. Innovative. Ads.
Yeah, we're that creative.
Last edited by Niners fan; 09-13-2008 at 12:31 AM..
Reason: typo
You would be amazed at how often different people have the same "original" idea. Especially since neither campaign was "original" to begin with.
Creative people would love to be more creative. But clients rein them in. Clients want to use what has worked before, not try what might work now. Creatives are risk-takers; clients not so much. But for whatever reason, the quality of ads is definitely decreasing. Some are painful to watch.
All of these restaurants are copying the old Folger's or Maxwell House coffee ads... "the coffee in this fine restaurant has secretly been replaced with... " I can't remember which of the two it was (I was a kid in the 70s myself!), but they are memorable and I found myself thinking, "hey, they copied..." the other day when I saw the Pizza Hut one.
Thanks for the marketing memories from my childhood
Got Originality?
Creative. Innovative. Ads.
Yeah, we're that creative.
LOL - I love it!
"It's just original"
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