Research revealed that the Hungry Howie’s had an image problem. Non-customers believed that, because Howie’s pizzas were so affordably priced, they must be of low quality and not very tasty. This belief was, of course, totally unfounded.

While TV is not usually our first recommendation, in this case it was warranted. The women who comprised our target audience—gatekeeper moms—were heavy TV watchers. Also, TV enabled us to dramatically represent the high-quality, fresh ingredients used by Howie’s. Finally, Howie’s had been running radio-only for years. TV would put them in the same arena as their bigger competitors.