• by Fern Siegel , November 8, 2024

Buddy’s bar-b-q, an East Tennessee staple since 1972, has a new campaign.

InnoVision has channeled Buddy's nostalgic air, promoting the 19-location chain with the tagline: “A Smokin’ Good Deal.”  

Since becoming the brand's AOR earlier this year, InnoVision has implemented various marketing strategies to aid the franchise's  growth.

“The incredible work done by InnoVision has been a guiding force in helping grow the Buddy’s brand,” said Mark Lemoncelli, CEO of Buddy’s bar-b-q.

The focus is positioning Buddy's as the place for affordable, delicious meals. It also highlights value. Combo meals start at $7.99, which includes an entrée, side and drink.

Two spots are running in East Tennessee, "The Good Ole Days" and "Buddy's Is Magic." Both center on the pleasures of family dining and the comfort food that are part of the American experience. Additional campaign elements include radio, print, outdoor and digital (social and OTT).

Giselle Campos, SVP-senior creative director, at InnoVision Marketing Group, said: “Our commercials simply reflect the hard work Buddy’s has put in over the past 50 years, inspiring generations through their family-centric values, comforting atmosphere and top-quality bar-b-q.” 

Buddy's prides itself on its original recipes, from the dry rub and bar-b-q sauce to the various sides and desserts. The chain is known for its pork sandwich, smoky ribs and tableside hushpuppies. The first store with Buddy's name opened in 1972 at 5806 Kingston Pike in West Knoxville and has remained there for over 50 years.

The San Diego-based Innovision's roster work includes Valley View Casino & Hotel, Palomar Health and Krak Boba.