Joey's Is Largest Canadian Seafood Restaurant Chain

Joey's launches million-dollar radio campaign to position brand as number one

(Tuesday, May 06, 2008) - Joey's Only Seafood Restaurants is making a big splash on Canadian
airwaves this spring with a fresh new tag line ‘We've set a place for you at Joey's' and
with its first-ever nation-wide radio campaign set to launch May 19. "We are the largest
Canadian seafood restaurant chain in Canada, and we want Canadians to know that fact,"
says Kathy Campitelli, VP Marketing for Joey's Only Franchising Ltd. "We want to
inform and educate Canadians about our family-based restaurants, our great value for the
dollar, our delicious seafood, our friendly neighbourhood atmosphere, and our large variety
of menu items."

Campitelli explained that recent consumer research revealed that Canadians don't realize
that Joey's has over 85 restaurants from BC to Ontario or that it serves more than 6.5 million
guests annually.

"We chose radio to increase awareness because radio has the ability to reach customers
at times when they're making dining decisions, such as in the car after a busy workday,"
says Campitelli. This also marks the first time that Joey's has made a national buy on behalf
of its franchisees. Previous radio campaigns were the responsibility of each franchisee.

The nostalgic spots created by Calgary-based TAG are aimed at men and women in the
45-64 age bracket. "We created a character called ‘Joey'," says Campitelli. "Joey embodies
the seafood chain's key values and combines a wry sense of humour with an old-fashioned
down to earth approach of just talking with the customer as though they were having a cup
of coffee at the kitchen table."

In the radio ads, "Joey" answers mail from Joey's customers and tells stories of his own
adventures in the process. He finds himself in a lively assortment of situations, such as
on a fishing boat, at the beach and in various restaurant locations. All ad spots conclude
with the restaurants new tagline, "We've set a place for you at Joey's."

The radio campaign is being supported at the local store level by various point-of-purchase
marketing materials, including tabletop feature sheets that highlight the franchise's key values
and history.


Kathy Campitelli, VP Marketing

About Joey's
Calgary-based Joey's Only is a pioneer and leader in the fast casual seafood restaurant
category in Canada. Its signature "Joey's Famous Fish and Chips" has gained the
company a North American reputation for preparing generous portions of high quality
seafood at affordable prices. Each Joey's franchise embodies the vision of its founder
Joe Klassen — to serve great seafood in a cozy neighbourhood seafood restaurant.
Annually, Joey's serves more than 6.5 million guests system wide through its 85+
restaurants in Canada. Joey's has been cooking in trans fat free oil at all of its Canadian
restaurants since 2005.www.joeys.ca

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For more information, copies of radio ads and/or photos, please contact:
Mr. Andy Taylor, Senior Vice-President, Joey's (403) 243-4584 andy@joeys.ca
Ms. Kathy Campitelli, VP Marketing, Joey's (403) 243-4584 kathy@joeys.ca
Mr. Neil Bousquet, PR Wizard, Joey's Only (403) 256-8834 neil.bousquet@prwizard.ca

View all Joey's Only Seafood Restaurant Press Releases

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