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Ruby Tuesday Relaunches Signature Garden Bar

Creative 183 Add to collection

The campaign comes from MARC USA, the new agency of record for Ruby Tuesday

Ruby Tuesday Relaunches Signature Garden Bar

Ruby Tuesday has launched a fully-integrated advertising campaign that celebrates the restaurant group’s signature, newly-expanded fresh Garden Bar featuring over 55 items plus eight salad dressings hand-made at each restaurant.

The core element of the campaign is a television ad created by MARC USA, new agency of record (AOR). MARC USA was selected by Ruby Tuesday to handle its advertising following an agency review managed by Select Resources International.

“Our Garden Bar adds a ‘wow’ factor and level of choice that our competitors do not have. It’s not easily replicated and is a key competitive differentiator for our brand – especially to the women and families we want to reach,” explained Ruby Tuesday CMO Dave Skena. “MARC USA brought us a breakthrough idea that speaks to the Garden Bar’s unique features in a way that’s not only relevant to all our audiences, but also breaks out of the sea of sameness in the category.”

The TV spot features a mom with a young family getting creative at the new Garden Bar as she breaks out into an impromptu rap that highlights the distinctive new items included in the Garden Bar.

“This spot uses a fun, very approachable mom to make Ruby Tuesday meaningful to today’s families,” noted MARC USA Creative Director Greg Edwards. “Our research shows that Mom is often the ‘boss’ when it comes to choosing where her family eats. With the focus here on freshness and good food, we believe she’ll reconsider Ruby Tuesday and put it high on her dining out list.”

Skena explained that the new TV spot is one of several components in the launch of the expanded Garden Bar. In addition to the initial extensive seven-week TV buy across broadcast and cable channels, the Garden Bar message will come alive in a comprehensive digital strategy – Mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website. Local market support includes billboards, radio and couponing. Sweepstakes around Valentine’s Day, March Madness and other seasonal opportunities will add awareness and incent trial.

Skena added, “We’ve invested in making the Garden Bar stand out in the marketplace, and we’re giving it comprehensive support internally and externally – with extensive staff training, new signage and menus as well as the full range of marketing communications.”

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Genres: People, Comedy

Categories: Savoury Snacks, Food

The Marketing Standard, Wed, 01 Feb 2017 09:15:51 GMT