The core element of the campaign is a television ad highlighting the restaurant group's newly-expanded fresh Garden Bar with more than 55 items plus eight salad dressings hand-made at each restaurant.
"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," said Dave Skena, chief marketing officer of Ruby Tuesday. "MARC USA brought us a breakthrough idea that speaks to the Garden Bar'ss 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."
Ruby Tuesday spent $37.2 million on measured media in 2015 and $12.7 million the first nine months of 2016, according to Kantar Media.