Mascots help consumers put face on brand names

Nation's Restaurant News,  Nov 10, 2003  by Sheri McGregor

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A nanosecond is all it takes for the image of the red-haired clown in his bright-yellow jumpsuit to make people think of the McDonald's brand.

Throughout the years the burger behemoth's mascot has become an icon. And whether the campaign on a local or global level, finding the right public face for your company can be valuable for your business.

The 1,100-unit Chick-fil-A chain is another company that successfully has utilized a mascot to increase sales. The chicken sandwich fast feeder began using cows in 1995 with its "Eat Mor Chikin" campaign and said brand awareness increased by 81 percent and sales rose 120 percent.

The cow campaign began as a 3-D-billboard push, according to Greg Ingrain, a senior manager in Chick-fil-A's marketing department. "it's a simple mascot with a simple message," he said. "Three words, 'Eat Mor Chikin,' and people get the point."

Ingrain added that in order for a company's mascot to attain the most appeal possible, "it has to be relevant. The cows and their personal message are a natural fit for Chick-fil-A because the fun message goes with the restaurant's character," he asserted.

At Jamba Juice, the San Luis Obispo, Calif.-based juice and smoothie chain, the bright yellow BananaMan represents the company at locations from Hawaii to Boston. Jamba Juice, which debuted in 1990, represents a healthful alternative for health-conscious consumers. Because of that, its mascot often is seen participating in marathons and otherwise representing a healthful lifestyle.

"As soon as somebody puts on the suit, people gravitate toward him," said Renee Kempler, the company's director of marketing. "We do BananaMan training and use our team members," she added. "BananaMan is often interviewed by the media, and so whoever's in the suit needs to be able to speak for our brand. We wouldn't want BananaMan to be seen smoking a cigarette, for instance."

Independent restaurants also can benefit from incorporating local themes into the marketing mix. According to Monica Greene, owner of Pegaso, a healthful Mexican-food restaurant in downtown Dallas, her eatery's dancing-horse mascot was designed to reflect a fun environment and tie into the area's history.

"I wanted a mascot that would bring attention to and also reflect the food and fun."

Jamba Juice's Kempler said that adding a personal touch to marketing campaigns, without overdoing it, can make all the difference in terms of the public's acceptance of a brand. "There was a time when BananaMan went on everything," Kempler said. "Posters, menu guides, fliers. ... But we pulled back. There's a danger of not communicating the core of what you are when you overuse your mascot."

According to Kempler, Jamba Juice now chooses BananaMan's appearances carefully. In addition to charity races, he is present at store openings. Occasionally, a whole "bunch" appears in public, handing out promotional items.

At the Pittsburgh-based, 76-unit family restaurant chain Eat'n Park Inc., the Smiley cookie is a popular symbol for the operation. "Every kid gets a free cookie on the way out," said Deb Malley, director of community relations. "The happy cookie caters to kids, which is what the Smiley cookie is all about," she added. The costumed cookie with the big "Smiley" face also passes out stickers at local events that tie into community needs.

"Everything dovetails," Malley said. "It's part of our strategy that management in each city looks for ways to get involved. We never like to turn down a request to promote our brand."

According to Doug Cavanaugh, president and co-founder of the 38-unit, Newport Beach, Calif.-based Ruby's Diner chain, once a company's mascot is synonymous with its brand, trademark protection then must be ensured.

Cavanaugh said he actively advocates protecting a company's mascot. Ruby's 1940s-style mascot, which is based on photos of Cavanaugh's mother in her high-school drill team uniform, has been popular with other companies. "We frequently find people trying to use her," he noted.

Cavanaugh added that he receives customer tip-offs about infringement. As a result, he has a law firm requiring companies that use the image to cease and desist.

Furthermore, Cavanaugh said he had the foresight to trademark "Ruby." That is a must, said Valerie Simmons, a partner at Michigan-based law firm Warner, Norcross & Judd, "especially for national use." Simmons' firm recently represented the creators of the Chihuahua campaign that Taco Bell used in its promotions.

Simmons added that she advises companies to make contracts for the licensing or purchasing of mascots that are created by others before they are adopted for use by those companies. "The value goes up when it becomes a part of your brand," she said. The design of a funny chicken that speaks French for a New Orleans-style food chain might be worth a few thousand dollars to its creator, she said. But use that chicken in national ad campaigns so that it becomes an icon synonymous with your brand, and it could be worth millions. "Make the agreement before your mascot is valuable," she asserted.