Red Robin
Business Goal(s): On premise traffic, Brand Relevance
When Red Robin, the American arbiter of burger creativity, needed a boost to get themselves out of the 90s and back on the cultural map, my team and I partnered with them to define a clear path to relevance.
I led Red Robin’s pan-agency group to create a succinct social-first go-to-market plan that would help reintroduce the brand and stay top of mind with key audiences.
Creative Strategy
Identifying the insight that customers get excited to visit Red Robin for their bigger, juicier burgers that stand out from flat, flimsy fast food joint patties.
Creative Development
Launching a new brand social persona, always on presence, and social collabs that amplified the bold
Next Gen direction Red Robin was headed in.
Partnership Strategy / Product Development
Collaborating with fellow ’90s nostalgia torchbearer and icon, Juicy Couture, to create an even “Juicier” tomato red tracksuit that was ready to flood social feeds.
Launching tracksuit collab with Gal’s on the Go Podcast influencers @salomeandreaa and @yesconnieishere
Collaborating with celebrity bartender and Love Island Legend, Ariana Madix, to develop and roll out the double-take worthy Burger-tini Vodka Martini.
Collaborating with Red Robin ELT on how to best show up and show out at ChainFEST LA with special LTO offerings that excited Foodies and Nostalgia Nuts alike.
Developing the 18-ounce Gold Medal Burger in collaboration with Red Robin Executive Chef, Brian Sullivan, in homage to the 18-ounce Gold Medal, just in time for the 2024 Olympics.
As a result of our efforts, Red Robin realized a 7%+ global increase in guest traffic
and garnered an incredible amount of earned media attention, including over 4 billion impressions across the Juicy Couture and Gold Medal burger initiatives. The campaigns were picked up by top media outlets, including NYLON, USA Today, People, and Forbes.