Agency: john st Authors: Stacey Mowbray, Joanne Stewart, Reena Chawla and Diana Rodriquez

Harvey's Long Live the Grill

Advertiser: Harvey's Restaurants (Cara Inc.)
Awards:
Retail - Gold

EXECUTIVE SUMMARY

Results Period (Consecutive Months): September 21, 2003 – September 19, 2004.
Start of Advertising/Communication Effort: September 21, 2003.
Base Period for Comparison: September 2002 – September 2003.

In the fall of 2003, the world of Quick Serve Restaurants (QSR) in Ontario was in chaos. McDonald's, Wendy's and Burger King were spending millions in media, behind deep discounts and new products. Meanwhile, a health trend was emerging, fueling non-burger players like Subway and Tim Horton's. Harvey's competitors were also building new locations at an alarming pace – many equipped with state of the art drive-thrus: the fastest growing distribution point in the category.