Red Robin Launches New Television and Online Campaign with Limited
Time Offers Through Fall
GREENWOOD VILLAGE, Colo.–(BUSINESS WIRE)–
Continuing the success of its ongoing marketing campaign, Red Robin
Gourmet Burgers, Inc. (Red Robin), today launched its latest 2010
national marketing initiative based on the casual dining chain’s popular
and memorable mnemonic, “Red Robin…YUMMM(TM).”
Created by Minneapolis-based Periscope, Red Robin’s advertising agency
of record, the campaign first launched in February of this year. The
fall initiative, which includes television and online elements, was
designed as a continuation of Red Robin’s spring and summer campaigns,
capitalizing on the positive momentum for the Red Robin brand heading
into the fall months. The advertisements are intended to increase
awareness for Red Robin’s quality, variety and value, while promoting
Red Robin’s fall limited time offer (LTO) menu items, the Mt. Olympus
Burger and Mediterranean Chicken Salad, each available for $6.99.
“We’ve seen our guests respond favorably to the ‘Red Robin…YUMMM’
mnemonic,” said Susan Lintonsmith, Red Robin chief marketing officer.
“This campaign builds on the momentum of previous ‘YUMMM’ campaigns to
keep Red Robin(R) restaurants a top-of-mind choice for dining
out this fall.”
Red Robin’s latest marketing campaign will appear online, including on
sites like CafeMom and The Weather Channel; and on cable television,
including E!, USA, TBS, Comedy Central and Food Network.
As part of the campaign, consumers will experience the popular “YUMMM”
mnemonic through the following mediums:
— Airing through Sunday, Oct. 17, the TV ads feature a police captain
arriving at a busy crime scene. Police have been unable to locate a
fugitive, and the police captain successfully finds the suspect by
yelling into a megaphone, “Red Robin,” to which the fugitive pops out
from a manhole and responds, “YUMMM.”
— In synched display creative format, a Red Robin ad calls, through a
thought bubble, “Red Robin,” followed by a parody ad featuring what
appears to be a Halloween advertisement with a jack-o-lantern answering
with a corresponding “YUMMM.”
— As an interactive component, online users can participate in the Conquer
Mt. Olympus game by uploading a photo via webcam that will place the
user in the banner ad with a realistic Mt. Olympus burger. Users can
share their photo creations through Facebook, Twitter or add the photo
to the Red Robin Facebook gallery.
To motivate guests to enjoy more YUMMM, Red Robin created the following
new LTO items available now through Sunday, Nov. 7, that highlight the
variety in the Red Robin menu – craveable new options with a
Mediterranean flair:
— Mt. Olympus Burger – An oregano-seasoned burger loaded with Red Robin’s
Creamy Spinach Artichoke & Spinach Dip, Feta cheese and crispy bacon.
Served on rustic Ciabatta bread with fresh romaine lettuce, tomato
slices and garlic mayo.
— Mediterranean Chicken Salad – Crisp romaine lettuce tossed with bright
lemon-dill ranch dressing, then topped with an oregano-grilled chicken
breast, crumbled Feta cheese, fresh cucumbers, black olives and diced
tomatoes. Served with warm garlic focaccia bread.
For more information on Red Robin and to find a restaurant location near
you, visit www.redrobin.com.
About Red Robin Gourmet Burgers, Inc. (NASDAQ: RRGB)
Red Robin Gourmet Burgers, Inc. (www.redrobin.com),
a casual dining restaurant chain founded in 1969 that operates through
its wholly owned subsidiary, Red Robin International, Inc., has been
serving up wholesome, fun dining experiences in a family-friendly
environment for more than 40 years. Red Robin, the “Smiling Burger(R)”
expert, is famous for serving more than two dozen high-quality, Honest
to Goodness(R) gourmet burgers with Bottomless Steak Fries(R),
as well as a wide variety of salads, sandwiches, wraps, soups,
appetizers, entrees and signature Bottomless Beverages(TM).
There are more than 440 Red Robin(R) restaurants located across
the United States and Canada, including corporate-owned locations and
those operating under franchise agreements. Red Robin… YUMMM(TM)!
About Periscope
Periscope, the largest independent agency in the Twin Cities with
offices in Minneapolis, Hong Kong and Delhi, has 240 employees and $260
million in capitalized billings. Periscope’s broad range of services
includes Insight & Innovation, print and broadcast advertising, digital
marketing, design, social media, direct marketing, brand advocacy,
graphic services and media planning and buying. Periscope’s diverse
client roster includes leading local, national and international clients
across a wide range of industries. For more information, visit www.periscope.com.
Source: Red Robin Gourmet Burgers
Released September 20, 2010
Dining and Cooking