Red Robin Brings Mediterranean Flair to Burger Lovers and Asks Them to “Answer the Call” with New YUMMM Commercial
September 20 2010 - 12:34PM
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™.”
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® 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®” 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 440 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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