Problem: Founded in 1991, Fazoli's is a chain of close to 350 Italian restaurants located throughout the South and Midwest. Though the company was known for good food at a good value, it lacked a coherent brand. In 2002, Intrator+Partners was assigned to develop a strategic and creative solution.

Analysis: The superior quality of its food and the urbane remodeling of its restaurants demanded that we distinguish Fazoli’s from fast-food chains. Yet its core value proposition needed to remain intact. Indeed, Fazoli's is a restaurant for everyone, yet it offers a level of taste and sophistication unknown in the "quick-serve" category. What we decided to do is brand a new category altogether, "quick-casual."

Process: Working closely with Fazoli’s CEO, Kuni Toyoda, David Intrator wrote and directed a highly strategic campaign that was on-air within 3 months of the initial briefing.

Solution: A simple, tasteful campaign based on the tagline, "Everyone's Italian," featuring contemporary Americans getting in touch with their "inner Italian."

Result: Fazoli’s sales increased as much as 10%.