Happi House Targets 'Generation Y' with Campy New Ad

San Jose, CA, April 30, 2008 --(PR.com)-- Happi House Restaurants spokesperson, Kevyn Johnston, announced the company’s launch of a new ad campaign, which broadens the chain’s targeted demographic to include the so-called “Generation Y” group and features a newly released “over-the-top” television commercial.

The campaign, which is called “Where East Meets Fresh,” focuses on the brand’s originality, quality, and fresh-to-order Asian menu. The centerpiece of the campaign is a campy television commercial that pokes fun at the classic Samurai genre movies, where voice-over translations did not always match the lips of the actors. “I have to say that we were a bit timorous to go with the spot as it does take some liberties,” said Johnston, “but in the end we felt that the humorous nature of the spot comes through and that it was certainly unique and original - like our brand.”

The commercial features a biracial family whose panic about what to do for dinner is extinguished by the father who swoops into scene with the forceful line “We will eat at Happi House!” Although most of the spot is filmed in a grainy black & white vintage style, the family is depicted as a contemporary American family facing an overblown dilemma with humor meant to appeal to younger groups as well as the chain’s traditional family base. Produced by Comcast Spotlight and Happi House, the spot will begin airing immediately on the MTV, TBS, and ABC Family networks throughout the South Bay Area.

Joshua Richman, newly appointed President of the thirty-year-old quick service chain, sees the “Where East Meets Fresh” campaign as somewhat of a renaissance for Happi House’s marketing program. “Our Guests truly have a loyal fondness for our brand, but we felt we needed to take a critical look at our marketing message and make sure that it conveyed what makes Happi House so special,” said Richman, “we are in growth mode and it is essential that we stimulate first time trial with new groups.” The campaign will employ television, radio, newspaper, email, and text message marketing, as well as the introduction of new menu items and a voter registration drive later this year.

The marketing makeover also features a new bolder graphic package, lifestyle photography, and an emphasis on the chain’s fresh and original menu items. “The Happi House concept absolutely appeals to all generations, but we believed that we needed to reach out to a younger audience, an audience that wants originality and is seeking affordable, fresh and healthful options,” said Johnston, “and that is precisely what Happi House is about.”

[Established in 1975, Happi House is the original quick service California teriyaki restaurant serving the San Francisco Bay Area. The first Happi House location opened at the corner of 5th and Taylor Streets in San Jose’s Japantown as a result of tremendous demand from the local Asian community for a comfortable, value-oriented neighborhood restaurant. Its model integrates fresh California style teriyaki cuisine with a streamlined cooking system that provides top quality products, speed of service, and cost efficiencies. Happi House Restaurants, Inc. currently owns and operates six fast-casual Happi House restaurants and has plans to develop four to six more locations in the next two years. For more information contact Kevyn Johnston at 408.866.5966]

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