ORLANDO, Fla., Jan. 15, 2013 /PRNewswire/ -- Red Lobster, the world's largest casual dining seafood restaurant, launched its first Spanish-language advertising campaign. The national campaign is designed to introduce more Hispanic guests to the Red Lobster experience and to highlight the restaurant's comprehensive menu, which was recently transformed to offer guests more affordable, great-tasting options and greater overall choice and variety.
(Logo: http://photos.prnewswire.com/prnh/20130115/CL41614LOGO-a )(Photo: http://photos.prnewswire.com/prnh/20130115/CL41614-b )
"With the Hispanic population in the U.S. growing at four times the rate of the overall population, the goal of the campaign is to make the brand more relevant to these important guests by reaching them in a more meaningful and impactful way," said Stewart Marquina, director of marketing, Red Lobster.
The first Spanish-language ad, created by WPP's Wing, is an adaptation of the general market "Real People" advertising campaign that features the "Sea Food Differently" tag. It was created based on Hispanic cultural insights and features the tag "Disfruta un Mar de Sabores" ("Enjoy a Sea of Flavors"), along with Ariana Paz, a real server at the Gainesville, Fla., Red Lobster. The spot follows Paz as she shares her genuine, unscripted passion for the food and restaurant experience while serving a family enjoying a delicious meal.
"We know that many Hispanics see the dining experience as an opportunity to bring family and friends together to celebrate, share and bond, so that important moment in time is brought to life in the ad," said Marquina. "With a wide variety of menu options, Red Lobster is able to provide something every member of the family can enjoy."
Partnership with Univision
Beyond advertising, Red Lobster is partnering with Univision Communications Inc., the leading media company serving Hispanic America, to create a customized segment named "La Pregunta Fresca del Dia" ("The Fresh Question of the Day"). Airing during the popular entertainment show, "El Gordo y La Flaca" ("The Scoop and the Skinny"), the segment will give the audience celebrity anecdotes and news, while also highlighting Red Lobster's variety of menu offerings and affordability.
Univision Network's popular daily morning show "Despierta America" ("Wake-Up America") will also support the Red Lobster campaign with brand spotlights where viewers will be invited to tune into "La Pregunta Fresca del Dia" on "El Gordo y La Flaca." Custom-created vignettes will also promote Red Lobster messaging and drive tune-in to "La Pregunta Fresca del Dia."
New Dining Experience
Highlighted in the ad is the new Red Lobster menu--now available nationwide in Spanish--that offers more items with price points below $15. It also offers an expanded selection of great-tasting, non-seafood dishes to satisfy guests who prefer something other than seafood. Menu items include:
-- Bacon-Wrapped Shrimp: With a peach-bourbon BBQ glaze and pico de gallo, served over mashed potatoes and choice of accompaniment. -- Wood-Grilled Chicken with Portobello Wine Sauce: Served with mashed potatoes and choice of accompaniment. -- Tilapia with Roasted Vegetables: Seasoned and roasted in a parchment bag with white wine, asparagus, artichokes and wild rice pilaf.