E.B. Lane launched a national TV and radio advertising campaign for its new client, Tilted Kilt Pub & Eatery. As one of the fastest growing franchises in the country, Tilted Kilt selected E.B. Lane to create the campaign after a unanimous decision by Tilted Kilt executives following a national RFP process.

The ads will run in 26 markets as the franchise looks to open 34 new locations throughout the country by the end of 2011.

The campaign uses a humorous approach to emphasize Tilted Kilt’s distinguishing features: Delicious food served by attractive cast members. Also true to Tilted Kilt’s Celtic brand, the music accompanying the ads is that of world-renowned Irish punk band, Dropkick Murphys.  

“We look forward to our new partnership with Tilted Kilt in helping build their national brand with creative and entertaining advertising,” says Beau Lane, CEO of E.B. Lane. “With several new locations opening this year, now is the ideal time for this rapidly growing franchise to launch a fresh marketing campaign that captures the uniqueness of its brand and markets Tilted Kilt’s quality menu offering.”

The concepts for the two 30- second television spots play into the primal desires for food, sports, and women. The first spot plays up to the seductive glamour of the World Famous Tilted Kilt Girls by using slow motion and soft lighting as three of the girls approach the sports fan’s table with trays of beer and food.

The second spot, which started airing in June, shows a Tilted Kilt Girl delivering food to a table of hungry sports fans. As she passes the eatery’s large television screen broadcasting various sporting events, onscreen athletes drop what they are doing and mesmerized, they begin to follow her.

Inspired by the writing on the walls at Tilted Kilt, the radio spots feature the Celtic brand by using poetic limericks.

 “I’ve worked with many agencies over the past several years and producing commercials is a complicated process,” says Kristin Cronhardt, vice president of marketing, Tilted Kilt. “Working with E.B. Lane has been one of the best agency experiences of my career.

“They had a great understanding of the brand attributes and what these ads should be,” Cronhardt says. “They were buttoned up and executed flawlessly, along with the best-in-class production partners E.B. Lane brought to the table.”

Television and radio spots were created by E.B. Lane’s executive creative director, Mark Itkowitz; creative director, Peter Schaer; executive producer, Carolyn Peterson; and group account director, Eric Friedman.

“We wanted the commercials to showcase all of the brand attributes that make Tilted Kilt such a unique dining experience,” Itkowitz says, “from the inviting Celtic pub ambiance to the great food, to the World Class Tilted Kilt Girls.”