Red Lobster: We Sea Food Differently

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A new Grey New York-created campaign for Red Lobster features employees of Red Lobster, a first for the brand. Each commercial highlights an employee and what the love about the company. The employee stories are said to be unscripted and come with the new tagline, Se Food Differently."

The campaign also communicates several changes the chain has recently made including the addition of wood-fired grills and certified grill masters.

One 30-second spot began airing airing yesterday in the U.S. and Canada promoting Red Lobster's Crabfest. The ad features Jon Forsythe, a crab fisherman who fishes for Red Lobster in Alaska, explaining how he sources the best crab from Alaskan waters.

The second 30-second TV spot, Grill Master, also debuted yesterday but is running only in the U.S. until August 8 when it will air in Canada. The ad features one of Red Lobster's "certified grill masters," Charles Himple from the company's restaurant in Bronx, NY. The ad shows how Himple prepares shrimp, fish, steak and lobster over the open flame.

As restaurant commercials go, they aren't bad. They're basically price and item with a bit of humanism injected. And they just convey what needs to be conveyed: Red Lobster serves seafood.

by Steve Hall    Jul-26-11   Click to Comment   
Topic: Campaigns   

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