The national campaign is designed to introduce more Hispanic guests to the casual dining seafood restaurant by highlighting Red Lobster’s comprehensive menu.The first Spanish-language ad 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 a real server at the Gainesville, Fla. Red Lobster location, Ariana Paz. The spot follows Paz as she shares her unscripted passion for the food and restaurant experience with serving a family enjoying a meal.
“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 Steward Marquina, Red Lobster director of marketing.
In addition, Red Lobster is partnering with Univision Communications, a 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 menu offerings and affordability.
Univision Network’s 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.”
