CP+B Breaks First Work for Applebee's

In two new TV spots that break today, Applebee's — along with their new AOR CP+B — is trying to help the restaurant break away from the perception that the menu is dull and stagnant, and the dishes un-fresh. The "See You Tomorrow" campaign is meant to communicate that Applebee's is doing whatever it takes to make sure they see customers regularly, "which means keeping it fresh, always, and using new ingredients, new preparations, new combinations and new flavors, combined with everyday value."

For every new item that hits the Applebee's menu, there is an Applebee's chef with an intricate story to share about ingredients and flavors, how the dish comes together and the science and art of why it tastes so good. These ads take guests to the source of each dish — fields of fresh tomatoes, strawberries, lemons, herbs and spinach — but stop the chefs short of divulging every last detail and boring our customers.

This is a long time in the making, since winning the account back in March. What do you think?