Hasta La Creative!

What was all over the advertising headlines last week seems to be a ploy to increasing Web site traffic. On September 21st, Togo’s announced their new campaign launch, “Pastrami Money-Back Guarantee.” It stipulated that if you try the new sandwich during its promotional month (9/23-10/20) and you don’t feel it is better than the “other guys,” you’ll get a full refund. Who wouldn’t go for that? Don’t we wish all food establishments offered this service?

What’s the price for requesting a refund, though? Let’s say, for example, the pastrami sandwich was indeed worse than the “other guys.” What then? According to the refund rules, the requirements to receive a refund seem to be more cost-per-effort than merely swallowing the five or so bucks and moving on with your life.

Refund Process:

1. Go to the Togo’s Web site.
2. Print out redemption form.
3. Fill out redemption form.
4. Find the “original Togo’s store-identified cash register receipt (copies not accepted) showing purchase of a #9 Hot Pastrami Sandwich between 9/23/09 and 10/20/09″ to include in the envelope.
5. Find the “original competitor’s store-identified cash register receipt (copies not accepted) showing purchase of a Hot Pastrami Sandwich between 9/23/09 and 10/20/09″ to include in the envelope.
6. Write a letter with your name, address, and a brief description of why you did not like the sandwich.
7. Mail to: Togo’s Pastrami Guarantee PO Box 2859 Carmichael, CA 95609-2859.

NOTE:
*Properly submitted and eligible claim entries will receive a check in the amount of the purchase price of a Regular #9 Hot Pastrami Sandwich from the original Togo’s receipt submitted (tax not included). Large and family-size purchases will receive the suggested retail price of the Regular #9 Hot Pastrami Sandwich. The suggested retail price for a Regular #9 Hot Pastrami Sandwich is $5.59 (tax not included).

Are they serious? Why don’t they require getting the redemption letter notarized? I’ll just skip the sandwich altogether, thanks. Just writing the steps above made me hungry for Jimmy John’s anyway. Nobody loves pastrami this much — nobody!

If Togo’s wants people to go to their site, then offer a better incentive, not a 1980’s rebate procedure. It’s almost as if Togo’s just crawled out of a bomb shelter and decided to increase sales. In this age of ADD Tweeting, are they really expecting successful product promotion? Sorry, Togo’s, if you can’t get with the zero’s, get back in your shelter.

Rena Prizant is a Copywriter, Ad Creative, SEO Gal, and mammal in the Chicago area. Visit www.RenaPrizant.com or @WriteLeft.