Red Lobster, following a 10-month revitalization initiative to rehab older units, will begin testing a campaign touting "Come see the new Red." Beginning May 1 in the Tampa, Fla., market, the regional campaign will include radio, outdoor and print ads, plus newspaper inserts and in-store specials. Creative plays on the word "red" in such taglines as "IncREDible seafood" and "There's so much to be discoveRED." The renovation program will expand to the Dallas market this year, and based on customer satisfaction results, will be expanded into the remaining five regions next year. Euro RSCG Tatham, Chicago, handles the Orlando-based seafood restaurant chain.
Copyright April 2000, Crain Communications Inc.