Dunn&Co. Fires up the Market with “Oak Log” Campaign for Durango Steakhouse

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Delighted diners become possessive tree huggers in playful radio and TV spots, which will run in Georgia and Florida markets through April.

Durango Steakhouse has unveiled a new television and radio campaign that uses humor to draw attention to the restaurant chain’s unique use of real oak fires to grill its steaks, chops, seafood and chicken.

The ads, which show patrons affectionately cradling oak logs while going about their day-to-day business, were created by Dunn&Co., a Tampa-based ad agency.

"By showing happy people hugging their oak logs, we believe we’re communicating the essence of what diners love about Durango, the oak fire flavor, and why they come back to repeat the experience,” said Troy Dunn, president of Dunn&Co.

The ads are running in select Georgia and Florida markets, Dunn said. Plans call for the ads to run through April.

Burton Bullard, president of Durango Steakhouse, said the ads reflect the genuine affection that Durango patrons feel for Durango’s unique oak-fire grilling process.

“We’re delighted with the ‘Oak Log’ campaign creative – we feel it is very symbolic of how our regulars feel,” Bullard said. “To taste a steak cooked over oak is to love it, and that’s the message these commercials deliver – that these folks aren't letting the oak log out of their sight.”

“We start our oak fires early each morning so our guests can enjoy the flavor of real, oak-fire grilled steaks throughout the day,” Bullard said. “We go to a lot more trouble to cook the way we do, but when you taste our steaks, you'll know why we do it.”

Durango’s oak-fire cooking process is what sets Durango Steakhouse apart, and Dunn said that uniqueness is what the ads convey.

“Meaningful differentiation is a serious challenge for restaurateurs,” Dunn said. “Durango’s use of real oak fire to grill steaks, chops, seafood and chicken is not common, but it produces an amazing flavor.”

Durango will use sales promotions and newspaper print advertising to support the TV and radio broadcast campaign, Dunn said.

About Durango Steakhouse

Based in Clearwater, Fla., privately-held Durango is a wholly owned subsidiary of The Bullard Group, a Tampa Bay-based corporation. The Durango system includes 13 Durango Steakhouse units in Florida and Georgia. Durango differentiates itself from other steak restaurants by grilling its steaks and other entrees over oak fires. This historic cooking method imparts an unmistakable and delicious smoke flavor to food. For the Durango Steakhouse nearest you, visit http://www.durangosteakhouse.com.

About Dunn&Co.

Located in a century-old brick cigar factory building near Tampa’s historic Ybor City, Dunn&Co. is a full-service marketing and advertising agency that provides award-winning creative solutions that work. To learn more, visit http://www.dunn-co.com.

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Bill Frederick
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