Village Inn has recently began a new campaign working with the ad agency WorkInProgress, calling themselves "anti-brush." Being a resident of Los Angeles, a city with a brunch spot on seemingly every street, I can definitely relate with the long waits, lines, high prices, and eccentric ingredients that the campaign pokes fun at. Village Inn basically points out all of the annoying things associated with popular brunch spots, and highlights how simply better a meal at a Village Inn is. Cheaper, simpler, better tasting, and more efficient.
With WorkInProcess, Village Inn produced several short clips in Denver, CO, driving a Village-Inn shuttle past local brunch restaurants. They show the shuttles picking up people waiting in line for brunch out of the cold, giving them hot coffee, and taking them to the nearest Village Inn for a "real" breakfast.
The clips highlight how important breakfast is as a meal, and explain why this meal should be cheap, easy, and a convenient way to start the day while also being delicious. They consistently say the line "saving people from brunch," to show how harmful of an idea it is contrasted to a Village Inn breakfast.
It is very interesting that Village Inn decided to go this route, and identify their breakfast as the opposite of brunch. Not only do they show their breakfast as different than a brunch spot, but depict it as cheap and very common or simple. I think that WorkInProgress saw an informational campaign, simply highlighting what really is great about the Village Inn, too bland and consistent with their competitors arguments, so they decided to go with the humor route. To me, it seems fairly well-known that brunch spots, while worth it to some, have a lot of annoying qualities about them when they are all pointed out.
It really makes Village Inn stand out by bashing the idea of brunch, while also being funny to their audience by pointing out things that these people never really say out loud to themselves. Village Inn campaigned their breakfast as simple and cheap, which would not be the direction most would go, but they managed to spin it in a way that makes people laugh, and shows them exactly what they are all about.
https://youtu.be/T0P7RM2dJBA
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