Togo's kicks off its 40th anniversary with a celebration of the past and future. The company will launch a new campaign based on its history with an ad that follows a happy couple on first dates, road trips and buying a new home.
The anniversary festivities also include the introduction of a refreshed website, a toasted wraps product line, consumer giveaways and social media promotions.
The website captures the brand's personality and is more interactive, according to Renae Scott, vice president of branding and marketing.
"Our guests are passionate about Togo's. We wanted to celebrate that love in a fun and unique way. Our fun and engaging social media game will reward our loyal guests with prizes as they work together to build a virtual 40-mile sandwich," Scott said.
Also, two new toasted wraps – the Viva Veggie and Chi Cha Chicken – have been introduced.
The Viva Veggie includes hummus, roasted red pepper, feta cheese, red onion, lettuce and tomato, all tossed in balsamic vinaigrette and wrapped in a toasted spinach tortilla.
The Chi Cha Chicken features all-natural chicken in spicy pepitas dressing, black bean and corn salsa, lettuce, tomato and cheddar cheese, all wrapped in a toasted sun-dried tomato tortilla.
Other activities to mark the 40th anniversary at each of the 245 restaurants throughout California, Oregon and Nevada include:
- Crews donning new uniforms featuring Togo's anniversary theme of "40 Years of Love and Sandwiches."
- A special 40th anniversary commemorative refillable cup available for $1.99 with 40-cent refills all summer.
- Engaging "Love and Sandwiches" in-store POP and merchandising
In conjunction with the anniversary, Togo's will continue to implement its systemwide brand refresh by remodeling 60 Togo's restaurants this year and continue remodels into 2012. The remodel package showcases Togo's fresh food with glass reach in refrigerators, see through counters, and vibrant new décor.
"Togo's began as a young college student's dream to make sandwiches the way he liked them -– big, made to order and stuffed with fresh ingredients. More than 40 years later, our continued commitment to this dream is what keeps us connected to the communities in which we do business," said Tony Gioia, chairman and CEO of Togo's. "Our guests are always our first priority, and we are amazed at how Togo's has touched their lives throughout the years. It's their stories that encourage team members to take pleasure in their jobs, and make us proud of our history."
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