In a society of TV binge-watching and bottomless brunches, it should come as no surprise that TGI Fridays "Endless Appetizer" promotion was a big enough success for the chain that it is bringing the all-you-can eat promotion back beginning today.
To re-introduce "Endless Appetizers," Fridays is launching its first-ever video series -- told from the point of view of the appetizers. The first spot, "Unionize," depicts how the personified apps actually feel about the $10 promotion. The campaign, which includes TV spots, social media and integrated digital efforts, was created by Made, Boulder, Colo.
"Our first emphasis is to always put the product at the center," said Dave Schiff, chief creative officer of the agency. "So rather than coming up with a crazy story, and then figuring out how to shoehorn the product in, we get started with the apps themselves and we hit on this idea to really turn them into characters."
Why endless apps during a time when there is so much chatter about healthy eating? Brian Gies, chief marketing officer of TGI Fridays, said that customers are sharing food and snacking more often, which was a motivating factor in bringing "Endless Appetizers" back. The idea of sharing also led to the tangential promotion "Buy A Burger, Give a Burger" or "Jump Burger," which launches today as well.
Via the promotion, when a customer orders a burger, they can pay-it-forward to their friends by posting the code from their receipt on jumpburger.com. The link becomes sharable on social media, and the first connection who clicks on the link can redeem a free burger at any Fridays location.
"There's no purchases requirement, no strings attached," Mr. Gies said. "That's also a great segway to the Endless Apps program. People would be like 'What's the catch?' And there really wasn't one. And that resonated with our guests."
Both promotions will run until the end of August. When asked the media spending of the campaign, Mr. Geis declined comment. According to Kantar Media, in 2014 TGI Fridays spent $53.6 million in U.S. measured media.
The original "Endless Appetizers" promotion was launched last July and offers non-stop starters for $10. With the relaunch, new appetizers including French Onion Dumplings and Sriracha Chicken Potato Skins will be added into the mix.
"Everyone is doing food advertising in very traditional ways, but we wanted to challenge ourselves to not only be innovative in our promotion, but also in how we brought the promotion to life," Mr. Gies said. "The idea that our apps are sharable, and developing an imminently sharable campaign through online video seemed to be a natural fit."