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Chuck E. Cheese's unveils new ad campaign

Chuck E. Cheese's has a new advertising campaign.

March 3, 2016

Chuck E. Cheese's has a new advertising campaign. Zimmerman Advertising's new push for Chuck E. Cheese's aims to turn the most ordinary day into a "Chuck E. Day" to help increase in-store traffic and brand affinity beyond birthday parties, fundraisers and private events, according to a company press release.

Zimmerman's campaign, "It's your Chuck E. Day," was instigated from insight that all kids want to go to Chuck E. Cheese's, but that tickets are the greatest currency of behavior — more than tokens, games, pizza, characters or fun.

This is Zimmerman's first full campaign since partnering with Chuck E. Cheese's. The campaign launched the week of Feb. 22 with TV, and then integrates in all paid, earned and owned content. The agency created this platform to complement the chain's revamp of its menu and overall dining experience including free Wi-Fi, new thin and crispy pizzas, wraps, wings and coffee, the release stated.

"While they've been a symbol of family fun for decades, our goal was to find the best trigger to help drive one more kid and one more visit," said David Nathanson, chief creative officer of Zimmerman. "Rather than force our opinion, we simply let kids tell us what mattered most to them."

In May 2015, Chuck E. Cheese's named Zimmerman as lead agency for the brand's strategy, promotion, media and creative. Beginning in January, the agency expanded that relationship and is now also handling digital and social responsibilities.

"We developed this campaign to showcase that tickets are the most exciting form of currency for kids —  and that any day can be made better with Chuck E. Cheese's," said Michael Hartman, Chuck E. Cheese's chief marketing officer. "We can create magical moments out of any meal."