Cane’s comes down with a case of March Madness

Raising Cane’s has launched a new advertising campaign aimed at piggybacking off “March Madness”—the nickname given to conference and NCAA tournament time. The campaign, which includes billboards, print ads and e-mail blasts, includes slogans such as “Feed your love of the game” and “Your game needs more dunking.” Playing off college basketball’s biggest event is a good fit for Cane’s since half of the company’s restaurants are in college towns. Julie Perrault, a spokeswoman for Cane’s, says college sports is a great way to promote the personality and culture of the chain. Perrault says the cost of this campaign is no different than any of the other marketing blitzes Cane’s does during the year. “We originally came up with this as a way of combating Lent,” she says. “But this has grown into a huge thing for us.” If the campaign helps Cane’s sales, Perrault says there may be an annual tie-in with the NCAA tournament.—Timothy Boone