Red Lobster New Audience Strategy
Problem
Red Lobster was a struggling seafood restaurant chain that had lost it’s way. They needed to remind people why they’re here and who they’re for.
Insight
Red Lobster isn't just loved for it's accessible fancy seafood; it also has deep roots in Black culture and holds the largest share of Black diners among casual dining restaurants. It's more than a food brand; it's a culture brand, and it needed to start acting like it.
Solution
The brand committed to lead with Black insights, with initiatives like a holiday partnership with Black culture icon Pastor Shirley Caesar, a sneaker culture-style drop for a Prom Drip Bib, an NBA sponsorship where we teamed up with dunking legend Blake Griffin for the Greatest Lobsterfest of All Time (the "GLOAT"), and more.
Results
Our overt focus on Black culture transformed the brand from a forgotten food chain, to a beloved cultural icon. Initial results from our efforts showed:
+21%
sales
+20%
guest count
6B+
earned media impressions
100%
positive earned sentiment
What’s more, the brand has doubled down on this audience well beyond marketing efforts. Today, Red Lobster designs for this cohort in everything from their dining experience to internal culture, product R&D and more.
Josie posing with the Red Lobster team’s representation of our audience pivot at a corporate team offsite
Team
Strategy: Yours Truly plus research deep dives led by Lauren Dismond, Teneka Whittaker
Creative Agency: Barkley