ZIPS Dry Cleaners, a Greenbelt-based franchise, is positioning itself to double in size with the help of a newly launched television and digital advertising campaign with the tagline "The Real Deal."
The campaign, created by Baltimore-based advertising agency TBC Inc., expects to draw new customers by highlighting quality and not price alone, ZIPS said.
The dry cleaner is known for $2.29 pricing on any garment.
Because consumers appear wary of the lower-than-average prices, "Our objective with this campaign is to overcome these perceptions with clever, memorable ads that assure current and prospective clients that their items are in good hands," Reid Bechtle, ZIPS CEO, said in an announcement.
ZIPS, which calls itself one of the the fastest-growing dry cleaners in the U.S., expects to double in size to nearly 100 locations by 2019. Maryland has 25 locations, including one that opened this year in Hanover. Twelve more are slated to open in the state in coming years, including three by the end of the year, in Bel Air, Waldorf and an unannounced location.
The chain started in 1996 with eight dry cleaners in the Baltimore-Washington area and now has 50 stores in Maryland, Pennsylvania, Virginia and Washington.
The company's new ads are running throughout the Baltimore-Washington region, with TV spots featuring jitterbug dancers twirling through a mix of casual to formal outfits. Spots are accompanied by an original jingle from New York-based Crushing Music and producer Joey Levine, who created Pepsi's "The Joy of Cola," Chevy's "Heartbeat of America" and Anheuser-Busch's "This Bud's for You." Ads also will appear on billboards, Facebook, Pandora internet radio and Google-sponsored promotions through Gmail.