Red Robin Invites Burger Lovers to “Answer the Call” Through New Marketing Campaign That Capitalizes on Memorable YUMMM T...
February 19 2010 - 10:00AM
Business Wire
Red Robin Gourmet Burgers, Inc. (Red Robin), known for its
high-quality gourmet burgers and family-friendly atmosphere,
announced the launch of a new national online, television and radio
marketing campaign beginning on Monday, Feb. 22, based on the
casual dining chain’s popular and memorable mnemonic, “Red Robin…
YUMMM™”.
The campaign was designed to increase awareness for Red Robin’s
quality, variety and value and drive guest traffic by capitalizing
on the already widely recognizable catch phrase, “Red Robin…
YUMMM™,” while also promoting Red Robin’s latest limited time offer
menu items, the Prime Chophouse Burger and Southwest Grilled
Chicken Salad, each available for $5.99.
Created by Periscope, a Minneapolis-based advertising firm and
Red Robin’s agency of record, the campaign was developed after
focus group research found that many consumers could easily recall
and recite Red Robin’s mnemonic – “Red Robin… YUMMM.” Throughout
the campaign, promotion of the “YUMMM” mnemonic will help keep Red
Robin® restaurants a top-of-mind choice for dining out among
consumers.
“We realized Red Robin’s popular mnemonic – YUMMM – could
function as a modern-day Pavlovian bell which, when sounded, would
cause people to immediately think of our craveable gourmet
burgers,” said Susan Lintonsmith, Red Robin chief marketing
officer. “So, we’re leveraging this already well-known asset to
engage our guests and encourage them to try one of our value-priced
limited time offers this spring.’”
Red Robin’s marketing campaign is appearing online; on cable
television, including USA Network, TBS, TLC, Comedy Central and
Food Network; and on local television and radio stations in
approximately 30 markets nationwide, including Denver, Colo.;
Seattle, Wash.; St. Louis, Mo.; and Phoenix, Ariz.
To educate consumers about Red Robin’s irreverent and fun brand
personality, the ads feature various tongue-in-cheek scenarios
where unlikely subjects – including a baby, a lawyer and even the
normally elusive Yeti – literally answer the Red Robin call by
saying “YUMMM.” As part of the campaign, consumers will experience
the popular “YUMMM” mnemonic through the following mediums:
- TV ads – Airing beginning
Monday, Feb. 22 through Sunday, March 28, on various local and
cable stations, the ads feature two YUMMM scenarios. Paying tribute
to Red Robin’s Colorado hometown, one scenario depicts a man
climbing a mountain and looking out onto Mt. Evans, one of
Colorado’s famous 14,000-foot peaks and shouting “Red Robin” only
to be answered by a Yeti saying “YUMMM.” The other shows a mother
soothing her crying baby with a soft lullaby that includes “Red
Robin,” words that comfort the baby and allow the baby to answer
“YUMMM.” Both scenarios are followed by details about and
delectable images of Red Robin’s new, limited time offer
items.
- Online shorts – Currently
appearing on a variety of Web sites, ranging from Hulu to iVillage,
the online spots are thematically similar to the TV ads, but
highlight different “Answer the Call” scenarios in a shorter
format. One shows a man pumping gas and humming a tune that
incorporates “Red Robin.” In this scene, a voice from the gas pump
speaker answers “YUMMM.” The other features two people playing
Scrabble. One person spells “Red Robin” on the game board, and the
other “answers the call” by spelling “YUMMM.”
- Online parody ads – In
synched display creative format, a Red Robin branded ads calls,
through a thought bubble, “Red Robin,” followed by a parody ad
featuring a fictitious lawyer answering with a corresponding
“YUMMM.”
- “YUMMM Builder” game – A
play off the 1980’s game, “Burger Time,” the goal of YUMMM Builder
is to build a gourmet burger before everyday kitchen items like
utensils “eat” the player. YUMMM Builder winners have the
opportunity to immediately download the “Red Robin…YUMMM” ringtone.
Please click here for the iPhone YUMMM ringtone and here to
download the ringtone to all other phones.
To leave guests wanting more YUMMM, Red Robin created the
following new limited time offer items available now through
Sunday, April 11, that highlight what Red Robin is all about –
craveable food made with fresh, Honest to Goodness®
ingredients:
- Prime Chophouse Burger –
This juicy burger is layered with horseradish-sautéed mushrooms,
gourmet steak sauce, melted Provolone cheese and piled high with
crispy onion straws. Served on an onion bun with Dijon Spread,
available for $5.99.
- Southwest Grilled Chicken
Salad – An ancho-grilled chicken breast, avocado slices and
fresh-fried jalapeño rings on top of crisp greens tossed in
salsa-ranch dressing and layered with diced red and green bell
peppers and onions, chipotle black beans, cheddar and pepper-jack
cheeses and crunchy tortilla strips, also available for $5.99.
- Chili Chili™ Con Queso –
Served hot, garnished with fresh cilantro and salsa, paired with
corn tortilla chips and Red Robin’s own jalapeño-cheese flour
tortilla chips.
- Freckled Lemonade®
Shake – Creamy soft serve blended with sweet strawberries
and tart lemonade syrup. Finished with extra strawberries at the
bottom and whipped cream and a lemon wedge on top.
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®” expert, is famous for serving more than two dozen
high-quality, Honest to Goodness® gourmet burgers in a variety of
recipes with Bottomless Steak Fries®, as well as salads, soups,
appetizers, entrees and signature Bottomless Beverages™. There are
more than 430 Red Robin® restaurants located across the United
States and Canada, including corporate-owned locations and those
operating under franchise agreements. Red Robin… YUMMM™!
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.
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