Loop Linen Gets Buzz from Ad Campaign
Restaurateur gives testimonial for the commercial laundry company in 30-second online video
TRSA operator member Loop Linen Service Inc., Westwego, LA, recently was selected to participate in Capital One’s “Spark Plug” initiative. The New Orleans-area commercial laundry will be highlighted in video and print advertising featuring the testimonial of their handpicked top customer Chef Duke LoCicero, who operates the Italian restaurant Café Giovanni in the French Quarter.
In a video spot, LoCicero gives a spirited testimonial about Loop Linen and the linen service it provides his restaurant, which he has run for 24 years. After placing a freshly pressed tablecloth on a table, LoCicero closes out the video by saying, “It’s all about clean, pristine and the look … It’s the best.” The video then cuts to a large Loop Linen logo, before fading to a screen that reads, “He’s a big fan of Loop Linen. And so are we.” with a Capital One and a Spark Business logo.
Capital One received 400 submissions from businesses in four markets – Washington, DC, New York, New Orleans and Houston. Out of that total, 125 were chosen as finalists for the campaign. Only 11 of these finalists were given the video treatment, with Loop making the final cut.
The process began in May when Scott Burke, president of Loop Linen, received an invitation from Capital One to participate in the contest, which called for companies to submit information about their business and their biggest fan and/or top customer. LoCicero was the obvious choice, Burke said. “We knew he had the personality to be in a commercial, so we talked it over with him and he agreed.”
After several conference calls with Mullen Lowe, the ad agency that Capital One partnered with on the campaign, Burke was informed on June 19 that Loop Linen and LoCicero had been selected to shoot a video. After a 3.5-4 hour video shoot with LoCicero in Baton Rouge, LA, the video went through the editing process, before finally being released in an article that ran on Adweek.com on Aug. 12, and through social media. “It’s got great sound,” Burke said of the video, which amplifies the sound of the tablecloths and napery being placed on the tabletops.
In addition to the video, which can be viewed online by clicking the link above, Loop Linen also will be featured in print ads that will run in the Sunday edition of The Times-Picayune throughout August and September. To read the article that Adweek ran about the campaign and features the video with Loop Linen, click here.