NAKED FISH
INTRODUCES THE MAN BEHIND THE FISH:
PLAYFUL, PROVOCATIVE
AD CAMPAIGN A FIRST FOR FUN RESTAURANT CONCEPT BY JOEY CRUGNALE
WOBURN, MASS., December 6th, 1999 --- Who's the man behind the fish? All of Boston will soon have an opportunity to figure that out, when a series of playful new advertisements debut in print for the Naked Fish restaurant.
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Taking advantage of the restaurant's name, the ads feature Boston area celebrities, including boxer and actor Richie LaMontagne (who recently appeared in the movie, "Flawless"), in provocative yet fun poses, highlighting above else the Naked Fish.
Said Joey Crugnale, founder of the Naked Fish, "In everything we do, having fun is paramount. That's why so many people have already come to the Naked Fish - to eat great food, hear good music and have fun. Now that we have four restaurants open in the Greater Boston area, including our newest downtown, opposite Fanueil Hall Marketplace, we wanted to extend awareness of the Naked Fish beyond our existing Fishanados. This campaign is designed to do exactly that - to make everyone eager to experience our fun and enticing restaurants, which fill a much-needed void in the Boston restaurant line-up."
The campaign, which was created by Schafer Condon and Carter Advertising in Chicago, utilized the photography of Adriano Batti Photography. Other celebrity models soon appearing in the campaign will include Jack Walsh, President of Elizabeth Grady Salons and Motion Picture Producer / Director team Frank and Joe Ciota, creators of the movie North End. Future celebrity participation is being discussed with some Boston athletes and other famed Boston men that will look great behind the fish.
The campaign will debut as a full page ad in the Boston Globe's business section on December 14th, 1999, to be followed by an additional placement in the Globe's Sunday Magazine on December 26th.
Naked Fish restaurants feature a novel yet trendy cuisine: an emphasis on high quality fresh fish and meats, served "naked" in style, with minimal sauces, cooked on a wood-fired grill, along with an extravaganza of choices of side accompaniments. The restaurant's atmosphere is minimalist yet fun, reminiscent of the sea, yet solidly land-based with warm woods, wavy ceiling and etched glass partitions creating an open, inviting aura. Moreover, its fresh attitude extends into beverages, better known as "bebidas," in the Cuban style. Indeed that Cubanismo flavoring is found throughout the restaurant, lending a contemporary, casual air to upscale dining.
Naked Restaurants Inc., based in Woburn, was founded in 1998 by famed restaurateur Joey Crugnale to design and launch dining concepts.