Night moves: a racier TV spot moves Marie Callender's into contention for the dinner-time dollar. (Storyboard).(Marie Callender Pie Shops Inc.)(Brief Article)(Statistical Data Included)

Chain Leader, June, 2002 by Littman, Margaret

 
SNAPSHOT 
 
CONCEPT 
Marie Callender's 
 
OWNERSHIP 
Castle Harlan 
Partners III, LP 
 
HEADQUARTERS 
Orange, Calif. 
 
2002 
SYSTEMWIDE SALES 
$350 million 
(company estimate) 
 
2001 
SYSTEMWIDE SALES 
$350 million 
 
AVERAGE CHECK 
$11 
 
UNITS 
158 (98 company, 
60 franchised) 
 
2002 AD BUDGET 
$1.8 million * 
 
AD AGENCY 
Mering & 
Associates, 
Sacramento, Calif. 
 
* Chain Leader estimate 

They could have ended up with pie on their faces. For the last six years, Mering & Associates has developed, safe, comfort-food focused spot-TV ads that focus on holiday and biannual promotions for Marie Callender's.

The commercials were heavy on product shots, most featuring the chain's famous pies, says David Mering, CEO for the Sacramento, Calif.-based ad agency...

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