Earls Restaurants: Earls Lobster Event
Agency: Leo BurnettClient: Earls Restaurants
Section I — Basic information
Business Results Period (Consecutive Months): October 2012
Start of Advertising/Communication Effort: October 1, 2012
Base Period as a Benchmark: October 2011
Section II — Situation analysis
a) Overall assessment
Earls is a premium casual restaurant chain that has been in Canada for over 30 years. It started in 1982 when its founders, Bus and Stan, opened up a beer and burger joint in Edmonton. Their signature item was the Bigger Better Burger. And it lived up to its promise,...