Bonefish Grill to Roll Out Multi-Media Ad Campaign
Next Monday, Bonefish Grill will launch its first ever multi-media advertising campaign, dubbed "Taste the Pursuit," featuring two 30-second cable TV spots, a series of print ads, direct mail and "webisodes."
Cliff Freeman & Partners of New York created the integrated campaign for the Tampa, Fla.-based casual seafood chain with more than 120 restaurants in 30 states. The campaign highlights five different parts of the world, beginning with the Caribbean. Each locale is paired with new menu items, showcasing indigenous seafood species, flavors and recipes.
"The use of television is key to communicating the adventures we want to share," said Richard Turer, VP of marketing for Bonefish Grill, in a press release. "We've translated a very distinctive in-restaurant experience into an authentic advertising campaign that represents the essence of what makes Bonefish Grill so special."
"I saw this as an opportunity to tell incredible, real-life stories," added Cliff Freeman of Cliff Freeman & Partners. "These spots are the advertising equivalent of reality TV. As we got into the creative, we found a story so rich, so full of soul that it couldn't be told in a single spot."
In addition to the TV commercials, Cliff Freeman & Partners created a series of one- and two-minute webisodes, which will launch in late February.
The Caribbean campaign will run through March. The first set of TV spots can be viewed at http://contact.bonefishgrill.com/medialaunch. Enter the password "tastethepursuit."