• March 10, 2009

LongHorn Steakhouse has launched TV commercials as part of the company's new "Discover the West in You" advertising campaign. The effort, via Grey, New York, uses animated illustrations to promote the values of the American West. This first set of ads will run through the end of April. The campaign is the first from LongHorn since being acquired by Darden Restaurants nearly 18 months ago.

Terry Stanley, executive vice president of marketing for LongHorn, said the ads were consequent to a year-long effort designed to clearly define the brand. In coming months, LongHorn will be incorporating these ideals of the American West into other components like menu design, in-restaurant materials, print and outdoor.

The company has more than 300 restaurants in 30 states. Darden Restaurants, Inc. calls itself the world's largest full-service restaurant operating company.--Karl Greenberg