Causal dining chain Ruby Tuesday has launched a new fully-integrated ad campaign celebrating the restaurant’s newly-expanded fresh garden bar.
Marc USA was recently named the agency of record for Ruby Tuesday. The agency was selected by Ruby Tuesday to handle its advertising following an agency review managed by Select Resources International.
The centerpiece of the campaign is a new television ad highlighting the new garden bar’s 55 items, with a suburban mom rapping about the delights of the salad bar and its many ingredients.
“Our Garden Bar adds a ‘wow’ factor and level of choice that our competitors do not have. It’s not easily replicated and is a key competitive differentiator for our brand – especially to the women and families we want to reach,” explained Ruby Tuesday chief marketing officer Dave Skena. “Marc USA brought us a breakthrough idea that speaks to the Garden Bar’s unique features in a way that’s not only relevant to all our audiences, but also breaks out of the sea of sameness in the category.”
Skena explained that the new TV spot is one of several components in the launch of the expanded Garden Bar. In addition to the initial extensive seven-week TV buy across broadcast and cable channels, the Garden Bar message will come alive in a comprehensive digital strategy – mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website. Local market support includes billboards, radio and couponing. Sweepstakes around Valentine’s Day, the NCAA March Madness tournament and other seasonal opportunities will add awareness.
“This spot uses a fun, very approachable mom to make Ruby Tuesday meaningful to today’s families,” noted Marc USA Creative Director Greg Edwards. “Our research shows that mom is often the ‘boss’ when it comes to choosing where her family eats. With the focus here on freshness and good food, we believe she’ll reconsider Ruby Tuesday and put it high on her dining out list.”