Ruby Tuesday has appointed MARC USA as its AOR following a formal review. The incumbent agency was American Rogue.
First order of business: a new ad campaign to support the dining chain's expanded salad bar. This new 'garden' bar features 55 items plus eight salad dressings hand-made at each restaurant, including gluten-free options.
The strategy has been developed to increase appeal to Ruby Tuesday's target demographic of women and families. Half of Ruby Tuesday guests use the Garden Bar on any visit, and as many as 80% who come in and use the Garden Bar came in specifically because of that, according to the restaurant chain.
“We’ve invested in making the Garden Bar stand out in the marketplace, and we’re giving it comprehensive support internally and externally – with extensive staff training, new signage and menus as well as the full range of marketing communications," says Dave Skena, CMO, Ruby Tuesday.
A new TV spot features a mom with a young family getting creative at the new Garden Bar as she breaks out into an impromptu rap that highlights the distinctive new items included in the Garden Bar.
“Our research shows that Mom is often the ‘boss’ when it comes to choosing where her family eats," says Greg Edwards, creative director, MARC USA. "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.”
In addition to a seven-week TV buy across broadcast and cable channels, the campaign includes a comprehensive digital strategy targeting mom bloggers, videos on social platforms, search and a major presence on the Ruby Tuesday website.
Also the campaign will feature local market support with billboards, radio and couponing. Several-themed sweepstakes will be introduced to coincide with Valentine’s Day, March Madness and other seasonal opportunities.
Ruby Tuesday spent $12.76 million on advertising during the first nine months of 2016, down from $29.99 million in the same period for 2015. The dining chain's 2015 ad budget was $37.2 million, according to Kantar Media.
There are more than 600 Ruby Tuesday restaurants in 42 states, 14 foreign countries, and Guam.