|SMOKEY'S TRAY LINER featured sausage trivia such as this, used at the Quad outlet, 1982|
Since the 1960s, Pure Foods Corp. was a dominant meat products company whose hotdog, sausage and processed meat products were favorites on many Filipino tables. In the 1980s, the company decided to enter the fast-food industry through outlets that offered an assortment of hotdog-based products, from plain dogs to fancy sandwich preparations, freshly prepared and sold at reasonable prices.
The first step was to create a name for the said fast food concept, and the task fell to Ace-Saatchi & Saatchi Advertising, formerly Ace-Compton. The Creative Team drew up a list of name studies that were whittled down to 3 Finalists—Steven’s, Sidney’s and SMOKEY’s.
After the names were subjected to Focus Group Discussions, the winning name was chosen—SMOKEY’S. A product descriptor was appended to capture the wide variety of sausage offerings, and thus the full brand name became SMOKEY’S SAUSAGE WORLD.
The first outlet of SMOKEY'S was opened on November 1982 at the Quad Car Park in Makati City—the first sausage parlor in the country. The launch was complemented with full advertising support. To get across the message that there’s more to sausages than just hotdogs---the agency creative came up with the thematic line—“Get the sausage surprise of your life!”.
LISTEN TO SMOKEY'S 1982 JINGLE HERE:
A jingle-based commercial was produced that dramatized the surprising varieties— from the juiciest, tastiest to the fanciest and hottest hotdogs in town! While we do not have the commercial, we still have the jingle that was composed by award-winning jinglemaker, ms. Charo Unite and ably sung by Jakiri.
After its successful launch, Smokey's franchise became popular to independent business entrepreneurs in Metro Manila. By 1989, franchising was expanded to include provinces, thus making SMOKEY’s a national name.
In 2002, Purefoods, the top meat products company was merged with the country's number one brewery corporation, San Miguel, giving birth to the new San Miguel-Pure Foods Corporation.
|EVOLUTION OF THE SMOKEY'S LOGO|
Now simply known as SMOKEY’s, its carts and kiosks continue to give customers the most enjoyable and delightful sausage surprises of their lives.
CLIENT: PURE FOODS CORP.
AGENCY: ACE-SAATCHI & SAATCHI ADVERTISING
CREATIVE DIRECTOR: Mon Jimenez Jr.
COPYWRITER: Alex R. Castro
ART DIRECTOR: Buddy Luna
COMPOSER: Charo Unite
Company Background: http://www.smokeys.com.ph/ourCompany.php
Smokey’s Cart Photo: http://franchisemanila.com/wp-content/uploads/2012/12/smokeys-food-cart-package.jpg