Red Robin celebrates National Burger Day with ‘Born to Burger’ promo
If you’ve gone the entire month of May without eating a burger, now is the time to grab one, since today (May 28) is National Burger Day. It caps off National Burger Month, and burger chain Red Robin Gourmet Burgers and Brews has launched a new campaign rewarding parents and their babies born this month with a ‘Born to Burger’ promo.
In celebration of the occasion, Red Robin chief executive officer Denny Marie Post, distributed Born to Burger kits at Presbyterian St. Luke's Medical Center in Denver, Colorado on May 23. Kits included a ‘Burg Certificate’ that entitled kids to a free birthday burger at Red Robin every May for their entire childhood (ages 1-18), a ‘Burgsie’ one piece baby outfit, and a letter from Post. She also gave something to the new moms – a Red Robin burger of their own to satiate post-childbirth hunger.
”As a May baby myself, I feel like I’ve always been born to burger. Now, I get to welcome the newest members of Red Robin fandom into a very exclusive club,” said Post.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Red Robin and its creative agency of record, KBS also launched a 30-second ad, “Crying Babies”, which shows video footage captured onsite of crying infants with a voice-over that says the babies were crying because they were born in April and not eligible for the ‘Born to Burger’ promo.
A social angle throughout the month of May saw Red Robin sending out a series of social posts inviting followers to post pictures of their own Burger Month babies using the #BornToBurger hashtag in exchange for a Burg Certificate and a free burger at Red Robin through their 18th birthday.
"Red Robin is about more than just great tasting burgers. It’s all about the act of burgering itself and sharing moments together with family and friends. Born to Burger is one new way we’re looking to help create and foster those connections,” said KBS chief creative officer Patrick Scissons.
Those who had May babies can still get in on the promo. They can follow Red Robin on Instagram (@redrobinburgers), then share a photo of their baby with the #borntoburger and #sweepstakes hashtags to enter.