Golden Corral is pivoting away from messages about pot roast and dinner rolls to focus on the guests.
“The Only One for Everyone” campaign, developed with The VIA Agency, features families, sports teams and colleagues from various backgrounds, tastes and dining preferences to illustrate how everyone can find a meal they enjoy at a price they can afford.
Each spot presents a person whose thoughts are audibly verbalized for viewers.
This "dramatically new approach" is based on extensive research, explains Tim Schroder, senior vice president marketing, Golden Corral Corp. He joined the company six months ago to oversee marketing, food and beverage innovation, and procurement for the brand’s nearly 500 locations.
“When groups gather for a meal at our restaurants with enough choices on the menu to make everyone happy, magic moments at the table ensue.”
Timing of the campaign launch coincides with the chain’s new Endless Ribs dinner promotion and includes TV spots, digital executions and in-store merchandising. All are designed to highlight Golden Corral as a place "where cravings and community come together in perfect harmony," says Greg Smith, Chief Creative Officer, VIA Agency.
This new messaging strategy also coincides with an uptick in media spend that will boost the chain's total budget to $25 million through the end of the year, with an "aggressive" reallocation toward digital channels.