Kelsey's Launches Ad Campaign with Cheers TV Theme Song


    First Spot to appear during Super Bowl Coverage February 3rd

    MISSISSAUGA, ON, Feb. 3 /CNW/ - Cara Operations, operator of Kelsey's
Neighbourhood Bar & Grill (Kelsey's), announced today it has secured the
rights to the television theme from "Cheers" and will feature the song in a
series of new advertisements for Kelsey's. The first ad will air in Ontario
during Sunday's Canadian television coverage of Super Bowl XLII.
    "Cheers is an iconic show that celebrates good times and friendships at a
place where 'everybody knows your name'," said Mark Daprato, Vice President,
Marketing, Kelsey's. "The lyrics in the song still ring true today, and
reinforce the message that Kelsey's is your neighbourhood place where people
can feel welcome, be themselves and get recognized."
    The TV ad, called "Kelsey's Cheers" is a 30-second spot that features a
young woman facing a challenging day at work, then meets up with friends at
the end of the day at Kelsey's. The spot ends with the tagline - "Cheers to
good food!" Daprato indicated that the company chose the "Cheers" song as a
way to rekindle those special moments and build on the spirit of the show. The
song is one of the most recognizable TV theme songs of all-time.
    Today, Kelsey's also unveiled that the brand has signed a three-year
partnership with CBS Consumer Products. In addition to acquiring the "Cheers"
song rights, the partnership opens up the door to other opportunities to be
explored together in the future.
    "We're delighted to be working with a partner that keeps the spirit of
the original TV show," said Liz Kalodner, Executive Vice President and General
Manager for CBS Consumer Products. "Everybody wishes they had a neighbourhood
Cheers, and this ad campaign will remind people that the same spirit can be
created at Kelsey's."
    Kalodner reiterated the strong legacy offered by the "Cheers" franchise,
which includes recognition across North America:-   A Top 100 TV Show of All-Time (Time Magazine)
    -   No.1 TV Series - 1990-1991 Season (Nielsen)
    -   No.2 All-Time TV Series Finale - 80.4 Million Viewers (Nielsen)
    -   No.29 All-Time TV Quotes and Catchphrases "Norm!" (TV Land)
    -   No.26 All-Time TV Characters - Frasier Crane (Bravo TV)
    -   No.50 All-Time TV Characters - Sam & Diane (Bravo TV)The new Kelsey's advertising campaign was developed and produced in
Canada and filmed in Toronto. This is the first in a series of ads that will
include radio and television executions in Canada over the next year.

    Established in 1978, Kelsey's Restaurant is a leading casual dining
restaurant that originated in Oakville. Today, Kelsey's boasts more than
120 restaurants located in the provinces of British Columbia, Alberta,
Saskatchewan, Manitoba, Ontario and Quebec. Kelsey's is a true Canadian
company that prides itself on offering great menu variety, good value, relaxed
surroundings and the brand is proud to be celebrating its 30th Anniversary in
2008.

    About Cara Operations Limited
    -----------------------------
    Cara Operations Ltd. is Canada's leading branded restaurant and airline
services organization. The company is more than 120 years old and operates
some of the most recognized brands in the country including Swiss Chalet
Rotisserie & Grill, Milestones Grill and Bar, Montana's Cookhouse, Kelsey's
Neighbourhood Bar & Grill, Harvey's and Airline Solutions.

    About CBS Consumer Products
    ---------------------------
    CBS Consumer Products, a unit of CBS Entertainment, manages worldwide
licensing and merchandising for a diverse slate of television brands and
series from CBS, CBS Paramount Network Television and CBS Television
Distribution, as well as from the company's extensive library of titles.
Additionally, the group oversees the CBS Retail Store and online sales of
programming merchandise. For more information, visit www.CBS.com.




For further information: or to secure a copy of the ad, contact: For
Kelsey's: Jennifer Link, Edelman Public Relations, Tel: (416) 979-1120 ext.
235; Katie Clark, Cara Public Affairs, Tel: (416) 979-1979 ext. 284; For CBS
Consumer Products: JP Shields Bender/Helper Impact, Tel: (212) 689-6360;
JP_Shields@bhimpact.com