March 01, 2004

By: Martin Collins
Website: http://www.1st-in-steaks.com

Summer Festival of Crab features bottomless bucket of crab

Summer is here, and it's time for everything crab at Red Lobster. The company is launching new television and radio advertising on July 8 in support of the restaurant's annual Summer Festival of Crab promotion, featuring the Bottomless Bucket of Crab.

Euro RSCG Tatham Partners in Chicago created two television spots, "Recipe" and "Ingredients," that use high-energy music and visuals as a way to associate Red Lobster's Summer Festival of Crab with all the great things about summer. "Recipe" features three couples enjoying a summer evening on a boat and dining on crab legs - their recipe for a great evening. The music chosen for this particular spot has a completely infectious Latin, jazzy beat. Cuentame Que Te Pasó helps to set the atmosphere and is performed by Pepe & The Bottle Blondes - a big band of independent label success.

"Ingredients" is a fun spot that answers the question, "Ever wonder what's in Red Lobster's Bottomless Bucket of Crab?" An assortment of hit-the-beach summer fun visuals and photos of Red Lobster's steamy crab legs provides the answer.

The new spots, advertising Red Lobster's celebration of everything crab, are part of Red Lobster's $60 million annual television advertising campaign that appeals to consumers' passion for seafood and underscores the fresh approach Red Lobster takes to serve its guests great seafood, good times and hospitality.

"The Summer Festival of Crab advertisements celebrate summer, the beach and one of the most popular offers available at Red Lobster," said Ken Mills, vice president of marketing for Red Lobster. "Due to the abundance of crab available, this is the first time in four years we are offering the Bottomless Bucket of Crab to our guests, in addition to a wide array of crab appetizers and entrees."

Euro RSCG Tatham Partners also created two radio ads called "Drop Anchor" and "Greedy" for the United States. Both ads use radio's power to engage the listener's imagination with humor to demonstrate the appeal of Red Lobster's Bottomless Bucket of Crab. The radio spots also launch July 8 on network, spot and local radio.

"Crab legs are fun and they're best enjoyed in a social setting with good friends, much like Red Lobster itself," said Mike Holsinger, group account director at Euro RSCG Tatham Partners. "In creating these ads, we used the sights and sounds of summer to link Red Lobster's Summer Festival of Crab with this wonderful time of year."

Red Lobster's Summer Festival of Crab, offered from July 8 through September 1, features a selection of special crab dishes, including Crab Portobello, Crab and Shrimp Cobb Salad and the Bottomless Bucket of Crab (all-you-can-eat steamed snow crab legs).

Also see: best crab cakes

About The Author:

Martin Collins is a successful author and regular contributor to http://www.1st-in-steaks.com.  Great tips on buying top quality meats, steaks and seafood from the finest ranchers and butchers.