Orlando, Fla. (August 15, 2007) ORLANDO, Fla. (July 17, 2007) – Americans are getting a fresh view of the nation’s favorite seafood restaurant. In its most sweeping marketing initiative ever, Red Lobster is refreshing its iconic brand, including new advertising, an expanded fresh fish program, new entrees and even a new restaurant design.
A new advertising campaign, created by The Richards Group of Dallas, began airing nationally last week and is intended to improve consumer perceptions of the brand by focusing on freshness and culinary expertise. In addition to the creative, a new tagline, “Come See What’s Fresh Today” was also introduced.
The first spots in the campaign highlight Red Lobster’s daily fresh fish menu, featuring grilled fresh red snapper, fresh blackened tilapia and fresh pan seared rainbow trout. In addition, national advertising for Red Lobster’s American Seafood Adventure promotion begins this week in the new campaign style. The American Seafood Adventure showcases seafood recipes inspired from around the country, including a Classic New England Lobster and Crab Bake and Pacific Northwest-inspired Maple Glazed Salmon and Shrimp.
The refreshed brand image isn’t limited to the advertising. Red Lobster has identified a restaurant design that will be used for all future new Red Lobster restaurants. The new design, inspired by the Maine coast, includes an exterior makeover and warmer lighting, colors and wood tones inside. The newest Red Lobster, opening July 30 in the Dallas market, features this design. The company has also updated other consumer touchpoints, including its dinner and lunch menu, silverware, and sea salt and peppercorn grinders. The company is in the process of introducing new plateware nationwide.
As a complement to these changes, the concept has re-launched its web site (www.redlobster.com), which now includes such features as a chef’s blog, a virtual fresh fish cookbook and extensive information regarding seafood and health.
“Freshness is the most important factor our guests use to determine the quality of a seafood restaurant,” said Salli Setta, Red Lobster’s Executive Vice President of Marketing. “Red Lobster offers guests the ultimate in delicious, freshly prepared seafood. We want to share our freshness story with everyone.”
Red Lobster has a new team of executive chefs on board that have been creating recipes that showcase fresh ingredients and flavors. Chefs Michael LaDuke and Darryl Mickler are keeping traditional Red Lobster favorites while developing new dishes, such as the Classic New England Lobster and Crab Bake, featuring fresh roasted Maine lobster, shrimp, scallops and fresh vegetables. Red Lobster has also expanded its fresh fish program, featuring up to eight species of fresh fish flown in from around the world to Red Lobster locations across North America. The fresh fish selection changes daily at every restaurant based on availability and local customer preferences.
“As people continue to add more fish to their diets, they want freshness and exciting new flavors when they dine out,” said LaDuke. “Today, people are looking for lighter, healthier and more adventurous flavors.”
About Red Lobster
Diners have recognized Red Lobster as the nation’s best seafood restaurant for the 18th year in a row in a nationwide poll by Restaurants & Institutions magazine. Red Lobster has over 680 restaurants in North America and more than 63,000 employees. The company served more than 145 million guests in fiscal 2006. For the Red Lobster nearest you, call 1-800-LOBSTER or visit www.redlobster.com.