Challenge: Get existing guests to visit Red Lobster one more time this year
Solution: Make the brand more relevant to guests by contemporizing the brand voice and look and feel
Art Direction Approach: The Fresh campaign makes subtle but impactful updates to the brand's traditional photography/cinematography and mixes it with the stopping power of on-black imagery. We use the inherent artfulness of seafood to draw viewers in, and once we’ve done so, we showcase the kind of flavor and variety that only Red Lobster can offer, all through a delicate balance of these two visual approaches.
• Creative Direction for all Broadcast, Social, Digital, and CRM Initiatives
• Strategy/Brief Development
• Campaign Concept & Development
• Look & Feel
Partner: ACD/Copywriter — Eva Heinzen
The on-black footage of the Fresh campaign is used to command the audience’s attention with a modern twist on traditional food cinematography within the category. Balanced with classic shots, the on-black imagery contemporizes the brand while completing the story of each dish.
Lobsterworthy Moments - 1,931,120 Views on Facebook
Working with the UX team, all email communications were converted from static to responsive design with a mobile-first approach allowing guests to more easily browse the promotional offerings.