Dunn&Co. Announces New TV campaign for The Melting Pot Restaurants, Inc.

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The ad agency produces four TV commercials for The Melting Pot, the nation's largest fondue restaurant chain.

Dunn&Co. announced today it has produced a series of national TV commercials for Tampa-based The Melting Pot, the nation's largest fondue restaurant chain.

Troy Dunn, Dunn&Co.'s president, said two commercials follow a "Fondue Fantasy" theme; a third celebrates change and the exhilaration of making a routine-breaking dining choice; and a fourth demonstrates the excitement that can precede dinner at The Melting Pot.

"In each of the 'Fondue Fantasy' spots, the main character's passion for fondue is ignited by the sight of an oversized fork, and the result is a vivid and imaginative daydream sequence," Dunn said. "In the first, the fork is a long-handled barbeque utensil; in the second, it's a decorative wall ornament. The characters' contemplation of using such enormous forks at The Melting Pot shifts them into fantasy mode where they become masters of fondue."

"The point is to explore, with humor, ways that diners of The Melting Pot anticipate their next visit," Dunn said. "The ads are a lot of fun. Kendra Sartor, The Melting Pot's vice president of brand development, said the ads are extremely effective in capturing the enjoyment of the fondue food experience.

"We challenged Dunn&Co. to propose four clever concepts, and they delivered 16," Sartor said. "We wanted something humorous and memorable, and we also wanted something that would convey the passion our customers have for the brand. Dunn&Co. knocked it out of the park."

"When you're working with a seasoned, disciplined film crew--people who have seen it all--and they're laughing so hard that they have to stop production, you know something magical is happening," Sartor said. "We feel very lucky to be the beneficiaries of Dunn&Co.'s creative inventiveness."

Besides the "Fondue Fantasy" spots, Dunn&Co. produced two others that also communicate The Melting Pot message via humor. One, titled "Eat Different," confronts the mindset of settling for the most common categories of dinner destinations and challenges viewers to choose fondue for a dining experience that's different. The fourth ad shows a man being welcomed home with a flying tackle from his ecstatic wife while the voice-over explains, "All he did was mention dinner at The Melting Pot."

"The theme that ties these ads together is the fact that it is fun to eat at The Melting Pot," Dunn said.

Sartor noted that The Melting Pot is a franchisor and acknowledged that it's challenging to generate marketing and advertising themes that please all franchisees. However, initial feedback from franchisees suggests that they are very excited about the new TV campaign.

"With this collection of commercials, everyone seems happy with at least one, and usually more than one," she said. "I'm proud that we've been able to deliver something so effective to our franchisees, who are very happy to get these ads on the air."

Dunn&Co. has served as The Melting Pot's ad agency since the spring of 2005. It has managed a variety of creative projects including radio, outdoor, print and Web, and has also orchestrated promotional and brand-building initiatives.

At the 2006 Tampa Bay ADDY awards, Dunn&Co. earned Best of Show for the print campaign it produced for The Melting Pot. The agency also reaped awards for the same campaign at the Florida Regional ADDY awards.

"The significant increases in both comp sales and guest counts at our restaurants over the last year are pretty good indications that hiring Dunn&Co. was a wise business decision," Sartor said.

About Dunn&Co.

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

About The Melting Pot Restaurants Inc.

With more than 100 locations nationwide and over 30 locations currently in development, The Melting Pot Restaurants Inc. is the country's premier fondue restaurant franchise. At The Melting Pot, fondue becomes a memorable four-course dining experience where patrons can dip into something different. Guests enjoy a choice of four flavorful fondue cooking styles and a variety of unique entrees combined with special dipping sauces. The menu also includes creamy cheese fondues, lively salads, fine wines and mouthwatering chocolate fondue desserts. Founded in 1975, The Melting Pot's corporate headquarters are located in Tampa, Fla.

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BILL FREDERICK
Dunn&Co.
(813)350-7990
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