Red Robin Gourmet Burgers launched its latest 2010 national marketing initiative based its popular mnemonic, “Red Robin…YUMMM.” Via Minneapolis-based Periscope, the fall initiative includes television and online. Ads are intended to increase awareness for Red Robin’s quality, variety and value, while promoting Red Robin’s fall limited time offer menu items, the Mt. Olympus Burger and Mediterranean Chicken Salad.
The effort will appear online, including on sites like CafeMom and The Weather Channel; and on cable including E!, USA, TBS, Comedy Central and Food Network.
Airing through 10/17, the TV ads feature a police captain arriving at a busy crime scene. Police have been unable to locate a fugitive, and the police captain successfully finds the suspect by yelling into a megaphone, “Red Robin,” to which the fugitive pops out from a manhole and responds, “YUMMM.”
In synched display creative format, a Red Robin ad calls, through a thought bubble, “Red Robin,” followed by a parody ad featuring what appears to be a Halloween ad with a jack-o-lantern answering with a corresponding “YUMMM.”
Online users can participate in the “Conquer Mt. Olympus” game by uploading a photo via webcam that will place the user in the banner ad with a realistic Mt. Olympus burger. Users can share their photo creations through Facebook, Twitter or add the photo to the Red Robin Facebook gallery.