Red Lobster Ads with the Brand’s ‘Real People’
Developed by Grey New York, the new ads feature actual Red Lobster employees and others associated with the brand sharing real and unscripted stories about Red Lobster.
These stories authentically articulate how the restaurant goes the extra mile to provide every guest with top-quality seafood and an experience reminiscent of dining at the seaside, says the company.
Red Lobster announced today, July 26, the launch of a new national advertising campaign featuring the real people of Red Lobster. The ads also feature a new tagline, “Sea Food Differently,” meant to not only distinguish Red Lobster as the casual dining seafood provider, but also to communicate the changes the brand has made in recent years.
These changes include Wood-Fire Grilling by Certified Grill Masters in every restaurant, a Today’s Fresh Fish Menu featuring five to eight fresh fish selections daily and a new Quick Catches Lunch Menu.
It is also remodeling its system of nearly 700 restaurants in a design inspired by the New England coast.
“At Red Lobster, we’ve made some exciting changes but have yet to communicate everything that’s new and different to our guests,” said Salli Setta, Red Lobster’s executive vice president of marketing. “Who better to tell this story than our own people, who bring to life the warmth, vitality and genuineness of our brand.”
The first 30-second ad started airing July 25 in both the U.S. and Canada in support of Red Lobster’s limited-time “Crabfest” promotion. 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 that guests can now enjoy during “Crabfest.”
The second 30-second TV spot, “Grill Master,” debuted on July 25 in the U.S. and debuts August 8 in Canada and features one of Red Lobster’s Certified Grill Masters, Charles Himple from the company’s restaurant in Bronx, NY.
The ad shows how Himple, like every Red Lobster Grill Master, freshly prepares shrimp, fish, steak and lobster over the open flame of the oak-wood grill, which brings out the natural flavors of seafood.
The advertising campaign will also extend into the digital space, including activities to further engage guests on the brand’s Facebook page, You Tube channel and website.
The fisherman might be real, but the crabs are dead. Nothing moves in the crab pot, which they try to disguise with still shots, and having the dead crabs fall out of the pot as the door opens. Compare the ad to Deadliest Catch footage.