To celebrate May's National Burger Month and those born during it, Red Robin and creative AOR KBS have launched “Born to Burger,” a new campaign under the “Let’s Burger” brand platform. Other shops assisting in the campaign included KBS sibling media agency Assembly, who handled digital media buying.
The campaign included an appearance by CEO Denny Marie Post distributing Born to Burger kits at Presbyterian St. Luke's Medical Center in Denver, Colorado on Tuesday, May 23. Kits included a ‘Burg’ Certificate that entitled people to a free birthday burger at Red Robin every May for their entire childhood, a ‘Burgsie’ one piece baby outfit, and a congratulatory letter from Post. She also gave Red Robin burgers to the new moms.
Also the client is providing "Burgcertificates" and a free burger to reward those that post pictures of their own "burger month babies" using the #BornToBurger hashtag.
Last Friday (May 26), in anticipation of National Burger Day, (May 28), Red Robin and KBS released a 60-second video using footage captured during Post’s hospital visits.
The campaign is communicated through social display search, cloud e-mail, and Red Robin's loyalty program.
"Red Robin is about more than just great tasting burgers," says Patrick Scissons, CCO, KBS. "It’s all about the act of burger-ing 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.”