May 13, 2008 // Franchising.com // Mississauga, ON – Casey's
Grill & Bar, Bier Markt and Prime Pubs, all brands of Prime
Restaurants of Canada Inc., won a combined six awards at the
Canadian Franchise Association's 15th Annual Frankie Awards – more
than any other company in the competition.
"We are thrilled that Prime has been recognized by the Canadian
Franchising Association as one of the most innovative marketers in
Canadian franchising through these awards," said Grant Cobb, Senior
Vice President of Prime Restaurants' Casey's Grill
The Frankie Awards are presented annually by the Canadian Franchise Association to recognize outstanding marketing campaigns in the Canadian franchise industry. Judges assess entrants on clarity of message, originality of concept, effective use of medium, quality of execution and overall presentation. The top three in each category win gold, silver and bronze awards. The gold winner is presented with a Frankie Award statuette and certificate. Silver and bronze winners receive Frankie Award certificates. The Humber College Award recognizes three entries with a Gold, Silver and Bronze award from all Frankie submissions in every category for overall exceptional design as voted by the college's Advertising and Graphic Design students.
Casey's was awarded a Gold Frankie in the Point of Purchase category and a Silver Humber College Award for its stunning Casey's Cocktails book. Written by Casey's Mixologist, Nathan Cameron, Casey's Cocktails features 24 cocktail recipes including Casey's Classic Bloody Caesar, Mandarin Mojito, Blueberry Frost, Cabo Cosmo, Sex and the City and Strawberry Lychee Martini. The book features beautiful colour photographs by Brian MacDonald, who also does the photography for the LCBO's Food & Drink magazine. Casey's Cocktails was created as a gift with purchase incentive to increase sales of the gift cards during the Holiday 2007 timeframe and succeeded in significantly increasing restaurant gift card sales by up to 55 per cent per location – in addition to generating approximately four million impressions for Casey's restaurants through a media relations campaign focused on the book.
The Bier Markt earned a Gold Humber College Award for its innovative brand book which features brand principles conveyed in unique, stylistic European designs, printed on bar coasters, to effectively communicate the Bier Markt's unique selling proposition. Prime brands also received awards for the following campaigns:
- Silver Frankie for Casey's 'Yes, We're Open' campaign for best
Media Campaign,
- Silver Frankie for Prime Pubs' 'Wear 60,000 SPF' campaign for
best Newspaper Advertisement, and
- Bronze Frankie for Prime Pubs for best Business-to-Business
Brochure Design.
For images of the winning campaigns, and a complete list of awards,
visit. http://www.cfa.ca/page.aspx?url=2008FrankieAwards.html.
Frankie Award entries are submitted by franchisors, advertising
agencies and franchising support service providers across Canada.
237 entries were reviewed by a panel of judges among the top
professionals in the fields of creative, production and marketing.
The entries were judged on clarity of message, originality of
concept, effective use of medium, quality of execution, and overall
presentation.
About the Canadian Franchise Association
With more than 430 corporate members nation-wide, representing
many of Canada's best-known brands, the Canadian Franchise
Association is the National Voice for Canadian Franchising and
works with all levels of government to ensure the development of
industry-made solutions. CFA promotes ethical franchising and
educates Canadians about franchising, specific franchise
opportunities and proper due diligence. For more information, visit
www.cfa.ca.
About Casey's Grill & Bar
Casey's Grill & Bar, a Prime Restaurants of Canada Inc. brand,
is a franchised restaurant chain specializing in the casual dining
sector. Established more than 27 years ago, the chain currently has
36 restaurants in Ontario and Québec. The new Casey's restaurant
offers a contemporary dining experience with a variety of fresh,
high-quality international cuisine and old favourites known as
Casey's Classics including Casey's Classic Back Ribs, Casey's
Classic Chicken Wings and Casey's Classic Bloody Caesar. Casey's
features casual dining prices in an environment that offers the
perfect balance of comfort, style and energy. Visit
www.caseysbarandgrill.com for more information.
About the Bier Markt
Established in 2001, the Bier Markt is a Belgian-style brasserie
located in downtown Toronto between the St Lawrence Market and the
Air Canada Center. Offering a selection of more than 100 brands of
beer from more than 24 countries, the European brassiere's culinary
commitment is defined by season to ensure exceptional quality. Chic
and dynamic modern design complements guests' visits as do friendly
and knowledgeable staff. The Bier Markt is a Prime Restaurants of
Canada brand. For more information visit
www.thebiermarkt.com
About Prime Pubs
North America's fastest growing Irish pub concept, Prime Pubs is
a family of authentic Irish pubs operating under the trade-marks of
Fionn MacCool's, D'Arcy McGee's, Paddy Flaherty's and Tir nan Óg.
Prime Pubs serve traditional Irish fare made from authentic recipes
that have been developed over generations. Interiors of Prime Pubs
offer a warm and friendly environment and many pubs feature
furnishings that have been imported directly from Ireland. Prime
Pubs currently operates 8 pubs in Ontario and Alberta with plans to
open three more locations in 2008 including its fourth D'Arcy
McGee's in Ottawa, its fourth Fionn MacCool's in Toronto and its
first U.S. location, in Tempe, Arizona. For more information visit
www.primepubs.com.
About Prime Restaurants of Canada Inc.
Prime Restaurants of Canada Inc. operates and franchises a diversified portfolio of leading brands of casual dining restaurants and premium pubs across Canada under such trademarks as: "East Side Mario's," "Casey's," "Fionn MacCool's," "D'Arcy McGee's," "Paddy Flaherty's," "Tir nan Óg," "Bier Markt" and "Pat & Mario's." Prime Restaurants Royalty Income Fund is listed on the Toronto Stock Exchange under the symbol EAT.UN. Visit www.primerestaurants.com for more information.
