Red Robin Continues to Invite Burger Lovers to “Answer the Call” with YUMMM by Extending its Successful Marketing Campaig...
June 14 2010 - 10:00AM
Business Wire
Building on the success of its spring marketing campaign, Red
Robin Gourmet Burgers, Inc. (Red Robin), known for its high-quality
gourmet burgers and family-friendly atmosphere, today launched its
latest 2010 national marketing campaign based on the casual dining
chain’s popular and memorable mnemonic, “Red Robin…YUMMM™.”
Created by Minneapolis-based Periscope, Red Robin’s advertising
agency of record, the campaign first launched in February of this
year and significantly improved trends in both guest traffic and
same store sales during the restaurant chain’s spring limited time
offer (LTO) promotion, gaining positive momentum for the Red Robin
brand heading into the summer months. Unaided brand awareness
levels increased by five percentage points year over year during
the Company’s first quarter of 2010 when the campaign ran, and Red
Robin’s online fans became much more engaged through social media.
Specifically, Red Robin added 30,000 Facebook fans during the first
quarter of this year, doubling the size of its previous fan
base.
The new campaign, which includes television and online campaign
elements, was designed as a continuation of Red Robin’s inaugural
campaign. The advertisements are intended to increase awareness for
Red Robin’s quality, variety and value and capitalize on the catch
phrase, “Red Robin… YUMMM™,” while promoting Red Robin’s summer
limited time offer menu items, the Big Melt Bacon Burger and Honey
Mustard Chicken Sandwich, each available for $6.99.
“We developed the campaign after focus group research found that
many consumers could easily recall and recite Red Robin’s mnemonic,
‘Red Robin… YUMMM’ – and it really worked to drive traffic for Red
Robin’s spring LTO,” said Charlie Callahan, vice president and
executive creative director at Periscope. “The next campaign will
continue to build on the momentum of ‘YUMMM’ to keep Red Robin®
restaurants a top-of-mind choice for dining out this summer among
consumers, especially families with kids.”
Red Robin’s latest marketing campaign will appear online,
including on sites like CafeMom, USA Today and the Weather Channel;
and on cable television, including USA Network, TBS, TLC, Comedy
Central and Food Network.
As part of the campaign, consumers will experience the popular
“YUMMM” mnemonic again through the following mediums:
- Airing through Sunday, July 18,
the TV ads feature two YUMMM scenarios. One depicts a stoic
guard in front of what appears to be Buckingham Palace in London.
While the guard stands motionless and at attention, a tourist
couple tries to get him to act out, and ultimately succeeds by
yelling, “Red Robin,” to which the guard responds, “YUMMM.”
The second scenario shows a young girl in
a backyard playing hide-and-seek. In an effort to find her hidden
friends, the girl shouts, “Red Robin,” which coincidently entices
her friends to come out of hiding and respond, “YUMMM.” Both
scenarios are followed by details about and delectable images of
Red Robin’s new, limited time offer items.
- The Buckingham Palace guard
scenario also will be featured online as an Extended Web
Video on Red Robin’s YouTube channel.
- In synched display creative
format, a Red Robin ad calls, through a thought bubble, “Red
Robin,” followed by a parody ad featuring a woman in what
appears to be a spa advertisement answering with a corresponding
“YUMMM.”
To leave guests wanting more YUMMM, Red Robin created the
following new limited time offer items available now through
Sunday, July 25, that highlight what Red Robin is all about –
craveable food made with fresh, Honest to Goodness®
ingredients:
- Big Melt Bacon Burger –
Loaded with applewood smoked bacon, melty Cheddar and Swiss cheese
on top of sautéed mushrooms, onions and barbeque sauce. Served on a
toasty onion bun with fresh lettuce and ranch dressing.
- Honey Mustard Chicken
Sandwich – Sweet honey mustard on a grilled chicken breast
topped with Cheddar cheese and freshly prepared guacamole with
crisp lettuce, tomato, red onions and mayo on a whole grain
bun.
“Our summer LTO burger and chicken sandwich are intended to
continue communicating our focus on quality, variety and value to
our guests,” said Susan Lintonsmith, Red Robin chief marketing
officer. “In addition to the LTO, we’ve also just launched a new
menu that features nearly a dozen, new menu items, and we believe
our quality, variety and value really shine through in this latest
version.
On its new menu that is now available in the majority of
restaurant locations, Red Robin has added the following new items
to its already wide selection of gourmet burgers, salads and
entrees with no new price increases:
- All-American Patty Melt –
a gourmet burger topped with sautéed onions, homemade Thousand
Island dressing, and melted cheese. Loaded up on marbled rye bread
and grilled to perfection for $8.79.
- Pub Burger – a gourmet
burger topped with ale-braised onions and mushrooms, creamy
peppercorn-ranch, melted Cheddar and Swiss cheese and fresh
tomatoes. Served on a toasted onion bun for $9.49.
- A few new pastas, including a
Classic Creamy Mac ‘N’ Cheese, Grilled Chicken Pesto
Pasta and Grilled Chicken Alla Caprese.
- Lower-priced appetizers, called
“Jump Starters,” including Onion Rings, Fresh-fried Cheese
Sticks, and Fresh-fried Jalapeño Coins, to name a few.
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®” expert, is famous for serving more than two dozen
high-quality, Honest to Goodness® gourmet burgers with Bottomless
Steak Fries®, as well as a wide variety of salads, sandwiches,
wraps, 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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