Arctic Circle Blasts off with New Ad Campaign “Mission to Pluto”

SALT LAKE CITY (June 3, 2013) – Arctic Circle, the Utah-based restaurant chain, recently unveiled its new advertising campaign  – “Mission to Pluto” – with new TV and radio commercials, an online and social media campaign including an interactive website (, and in-store promotional marketing materials.

Developed by Love Communications, Arctic Circle’s agency for more than a decade, the new campaign features a cast of four American astronauts chosen to embark on a very long, very dangerous mission to Pluto – with the promise that Arctic Circle food would be sent to them via a supply pod on a regular basis.

Initial planning and research for the new campaign began last July. The brainchild of Love creatives Chip Haskell and Preston Wood, the Mission to Pluto idea became a favorite because of the potential to reach younger consumers through mediums less frequently utilized by Arctic Circle in the past, such as online and social media.

Haskell guided the creative, injecting his eccentric sense of humor into the four characters’ personalities which are portrayed through an interactive website containing hours of video content and a video game, and unique social media profiles for each character.

In addition, more than 30 different TV ads and numerous 15-, 30- and 60-second radio spots featuring the astronauts and Arctic Circle menu items were produced, with a new commercial set to run every week for an entire year.

Arctic Circle also rebranded all in-store communications materials, from coupons and table tents to trading cards and life-size cutouts of the Mission to Pluto astronauts.

“Arctic Circle is very excited to launch our new Mission to Pluto campaign that will be sure to capture both younger and older consumers alike,” said Gary Roberts, president of Arctic Circle Restaurants.  “We made sure the campaign had a good mix of entertaining traditional content and interactive online content.”

“We are thrilled to have the opportunity to work with a company who has so much confidence in what we are doing,” said Joe Evans, account director, Love Communications. “Arctic Circle they backed our unconventional ideas 100 percent, from marketing to operations and every other standpoint.”

About Arctic Circle

Since first opening its doors in Salt Lake City, Utah more than 60 years ago, Arctic Circle has grown to include more than 85 locations spanning eight western states. The restaurant chain is known for its stand-out menu items inspired by family recipes like the Brown Topper and Ranch Burger, as well as fry sauce and kid’s meals – both Arctic Circle originals. Under the direction of current CEO, Gary Roberts since 1998, Arctic Circle has added more than 30 new locations, and has given back to the community by raising hundreds of thousands of dollars for March of Dimes and other charitable organizations.

About Love Communications

Love Communications is a full-service advertising and marketing firm based in Salt Lake City. The 40-person agency reported capitalized billings of approximately $40 million last year and operates under the direction of partners Tom Love, Rich Love, Preston Wood, and Alan Reighard.