National Restaurant Association Challenges Nationwide to Run Follow-Up Ad

Mr. Jerry Jurgensen
Nationwide
World Headquarters
One Nationwide Plaza
Columbus OH 43215-2220

Dear Mr. Jurgensen:

Following up on my letter from January 22 regarding Nationwide's Super Bowl XLI television commercial featuring Kevin Federline (part of the Life Comes at You Fast campaign concept), on behalf of America’s 12.8 million restaurant-industry employees, I would like to express deep disappointment with your response.

While I do not believe Nationwide aimed to intentionally insult restaurant-and-foodservice employees, I feel strongly that the company should recognize the implications of its ad campaign. Mr. Federline has expressed his apologies for any unintended offense, and we regret not hearing the same from Nationwide.

Perhaps in future ad concepts, you would consider highlighting the positive aspects of restaurant careers and the amazing contributions that the nation’s 935,000 restaurant-and-foodservice outlets make in providing and preparing millions of individuals for proud and productive careers. As I previously pointed out, the restaurant industry is a wonderful place to work – for a year or for a career. We provide ample opportunities for advancement and entrepreneurship.

In addition, more than nine of 10 restaurants and their employees actively participate in charitable activities, making communities across the country better places to live and work. Each day, the community activities of these restaurants positively impact the lives of millions. For example, after Hurricane Katrina hit the Gulf Coast in 2005, the restaurant industry collectively raised more than $12 million for hurricane relief—from operators donating a percentage of sales, to staff donating wages and tips, to patrons donating money. I challenge Nationwide to run a follow-up ad that more accurately portrays our industry and its workforce.

Use of humor can certainly be an effective promotional tool, but using humor that offends others is not the right approach to take. All of us aspire to and dream of success in both our working lives and our private lives; implying that a certain job represents failure is simply not acceptable.

Thank you again for your consideration.

Sincerely,


Steven C. Anderson, CAE, IOM
President and Chief Executive Officer