• The New York Times, Thursday, October 25, 2007 12 PM

Applebee's will launch a rebranding campaign Sunday that includes a wide-reaching advertising effort, new logo, new uniforms, redesigned restaurants and a new theme: "Together is good." The campaign is the first work from Applebee's new creative agency, McCann Erickson Worldwide.

The star of the new commercials is a Red Delicious apple--given voice by the wisecracking comedian Wanda Sykes--who will chastise people eating at their desks or send text messages to friends on a park bench, imploring them instead to gather with friends and family at Applebee's for "the flavors that bring people together."

The hope is to build on the image of Applebee's as a neighborhood hotspot, but update it for a world where relationships are dominated by mobile devices. "We're going to be the advocate for people 'togetherizing,'" says Lori Senecal, New York GM at McCann. The makeover includes a new menu, and Applebee's logo and employee uniforms have been redesigned to look more modern. A renovation of all of the nearly 2,000 locations is also under way.

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