St. John’s Campaign for Metro Diner Lets Millennials Have It Their Way

Independent, full-service advertising agency St. John has created a new advertising campaign for client Metro Diner, a growing chain of casual eateries based in the Southeast. 'Want What You Want' was designed to connect with the brand’s current guests while also reaching a younger audience and let millennials know that the brand attributes align with their wants, needs, and desires.

The campaign consists of one 30-second spot, a pair of 15s, a pair of 06s, and some digital and social executions. In the 30s, it’s all about the grub. As messages about craveability flash by (breakfast for dinner, half a fried chicken with a Belgian waffle), the focus is on mouth-watering food - pancake stacks, fried chicken, mac & cheese, bacon, and burgers - shot close up and flashed in rapid succession.

“Simply put, Metro Diner is unapologetic indulgence. You go there to get huge portions of deliciously prepared, over-the-top meals that you hanker for. We wanted the creative to be true to the brand and cut through the overly photoshopped and perfectly lit work of the competition and simply deliver the promise of the most craveable food, without a shred of guilt,” said Peter Herbst, St. John executive creative director. 

The work is running on connected TV, pre-roll, digital video, display, and paid social for six weeks beginning this week in 12 states: Alabama, Delaware, Florida, Georgia, Indiana, Kentucky, North Carolina, Oklahoma, Pennsylvania, South Carolina, Tennessee, and Virginia. The spots will reach all 58 Metro Diner locations.

St. John is Metro Diner’s AOR. The agency began working with the client in December of 2019.