Captain D’s on Wednesday rolled out its latest brand campaign featuring its new tagline, “When you love seafood this much, it’s gotta be D’s!”
The new campaign and tagline focus on the causal seafood chain’s strengths, particularly variety and value. Research showed that Captain D’s customers appreciated the variety of menu options and felt that Captain D’s meals are a better value than meals at other restaurants.
“Based on what we learned, we repositioned the branding and creative content for our point-of-purchase and TV commercials,” said Jonathan Muhtar, Captain D’s chief marketing officer, who’s overseeing the campaign.
Designed by Captain D’s new ad agency, TM Advertising, the campaign features three new commercials that began airing regionally on Valentine’s Day. The three spots, the first of which is posted on D’s Facebook Fan Page, showcase different characters showing their love for the brand in amusing ways.
Also as part of the campaign, Captain D’s launched USD 4.99 Full Meal Deals, including its biggest fillet ever, the Southern-Style White Fish Dinner, as well as the Two Piece Hand-Breaded Flounder Dinner and the 12 Piece Butterfly Shrimp Dinner.
“Our guests will experience the same D’s flavor with a little more love,” said Muhtar. “This is for the love of our fans.”
Captain D’s CEO Phil Greifeld added that fiscal 2011 was a strong year for the chain in terms of same-store sales growth. “To be same-store sales positive for the first time in eight years is a testament to our heightened level of execution and our focus on improving guest satisfaction,” he said. “Our positive sales momentum is building, and we look forward to a terrific 2012 for the D’s brand.”
Based in Nashville, Tenn., Captain D’s operates and franchises 527 restaurants in 25 U.S. states.
