Country Style and Extreme Group Share a Moment

Extreme Group has recently completed a new advertising campaign for Country Style that builds on the insight that placing an order is about more than just getting a caffeine fix or a nutritious snack—the consumer is ordering an important moment of their day.

“This is our first major campaign since our rebranding began a couple of years ago, so it was important that we develop a campaign that reinforces the personality of the brand and the vision we have for our tagline, ‘it’s going to be a good day’, said Rita McParland, Vice President, Marketing at Country Style. “Working with the Extreme Group was incredibly collaborative and we really feel that the creative will break through in a fun way and connect with our consumers.”

“The challenge was to help Country Style establish itself in a very competitive category and they needed to have an ad campaign that stood out in the crowd and be the basis for their new brand,” said Shawn King, VP and Creative Director of Extreme Group. “The underlying theme for the TV, radio and print executions is that everybody and anybody needs a moment during their day whether it be to prepare, savour or unwind, whether it’s a typical person grabbing their morning coffee or Romeo and Juliet.”

By depicting unique characters such as “Futureman” placing an order at Country Style, the ads demonstrate how everyone has their own Country Style moment.

“Often, taking the time for a coffee or a sandwich has less to do with the food or beverage than we think and more to do with the moment itself. With that in mind, we decided to have fun with the ordering process in the TV and radio spots by using off the wall characters and funny situations to grab attention and amuse the viewer,” said King. “The print advertisements are more literal, but are still centered on the idea of ordering a moment.”

Following a significant rebranding effort that saw changes from store design to menu items, the TV spots also showcase the new look of Country Style cafes, complete with the introduction of Bistrodeli.
The campaign consists of five TV spots, in-store point-of-sale materials and billboards. Four radio spots were also developed, including two for the “Turn up a winner!” contest. The work can be seen here.