Multi-channel effort highlights joys of “burgering”
Nation’s Restaurant News
NRN – Red Robin Launches ‘Let’s Burger’ Campaign
Oct. 18, 2016
Red Robin Gourmet Burgers and Brews launched Monday a new grammar-bending marketing campaign that celebrates the joys of “burgering.”
Designed by creative agency KBS and destined to annoy copy editors everywhere, the campaign is titled “Let’s Burger,” and focuses on the concept that burgers are more than something to eat. Instead, they are something people do, a verb and an action that appeals to all ages, the company said.
“As the gourmet burger authority, we are immersed in burger culture every day, and we offer our guests a craveable menu featuring more than 24 burger variations,” said Jonathan Muhtar, Red Robin senior vice president and chief marketing officer, in a statement. “The Red Robin experience goes far beyond the burger itself. It’s about inviting people to let go, lean in, and take their time enjoying the things that make Red Robin unique.”
With TV ads, digital video and social media — including Snapchat geofilters that allow users to see how they would look with a burger head — the campaign will include the launch of a new website in partnership with satirical news organization The Onion.
The site, dubbed The Onion Ring, or www.onion-ring.com, offers a “hilarious take on the American burger culture,” the company said, with articles like “Toppings on Burger Approaching Critical Mass,” and “Nation in Awe of Server Who Didn’t Write Down Order But Still Had Everything Come Out Correctly.”
The move comes as Red Robin attempts to boost brand awareness.
Denny Marie Post, CEO of the Greenwood, Colo.-based operator, said in August that Red Robin was working on “higher-impact marketing” in an attempt to regain momentum after a disappointing second quarter.
“We must improve our top-of-mind awareness,” Post said at the time. “When we are considered, we win.”
Correction: Oct. 20, 2016 In an earlier version of this story, Red Robin officials mischaracterized a partnership with satirical website The Onion. The partnership is with a creative services agency called Onion Labs, operated by Onion Inc., which is also parent to The Onion website.