Challenge
Make consumers aware that Red Lobster was still open for business after the restaurant company filled for Chapter 11 bankruptcy.
Rallying brand love to create consumer support for Red Lobster amidst chapter 11 filing.
Approach
- Designed a social-first strategy that leveraged AI-powered insights and culture-tapping to turn brand love into a wave of support, reshaping the narrative around Red Lobster’s future
- Penned an open “Letter to Guests” that was informative and transparent, and was shared on social explaining what Chapter 11 means, and ended with a CTA to support the brand through the turnaround
- Jumped in on real-time reaction from Red Lobster superfan Flavor Flav and engaged him to help launch the Crabfest event
- Collaborated with Flavor Flav to create his signature meal, available to guests as a “secret menu” offering
Impact:
- Over 1M engagements on the letter on social (340K engagements on the letter in less than 24 hours); Organic social engagement rate of 8.22%
- Secured an exclusive with Today.com, announcing Red Lobster took Flavor Flav up on his offer, in turn stemming the tide of negative news
- Generated 647 total earned placements spanning media verticals, with outlets including People, CBS Mornings, LiveNow FOX, Billboard, Parade
Red Lobster Breaks Silence on ‘Misunderstood’ Bankruptcy Filing: ‘Does Not Mean We Are Going Out of Business’
Flavor Fla officially teams with Red Lobster after attempting to save the bankrupt chain on social media.
Red Lobster launches secret flavor flav menu. Here’s what’s included on it.
