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Anyone can make a hamburger. But it takes a dang tasty one to make people say “Yummm!”
That’s the premise behind Periscope’s latest efforts for Red Robin, a gourmet burger chain with franchises across the U.S.
“We wanted to take Red Robin’s famous ‘Yummm!’ tagline and turn it into a Pavlovian-like dinner bell,” said Scott Dahl, Associate Creative Director at Periscope. “So that anytime someone says ‘Red Robin’, the first thought that comes to mind is…well, ‘Yummm!’ ”
To support the approach, Periscope recently unveiled two new TV commercials and a host of web content featuring various persons saying the burger chain’s name, followed by “Yummm!” responses from a variety of surprising characters.
In fact, one of the characters could be a reclusive hairy beast who tends to leave quite a footprint.
“We were in the Rocky Mountains shooting some stuff and our sound guy said ‘Red Robin,’ ” said Dahl. “Suddenly, we heard a booming ‘Yummm!’ and we were shocked to discover the source. Luckily it was captured on film and chances are we’ll debut this incredible footage soon.”
Besides TV and web, the holistic campaign is supported by digital, in-store, radio and social marketing components.
“In all seriousness, we set out to elevate an asset that was familiar to Red Robin and take it in some exciting new directions,” said Dahl. “We definitely had fun creating the effort and I can’t wait to see how people react.”
To see the work for yourself, check out our Project PV showcase via the link below:
And while we're certainly proud of our efforts, we’re not the only ones chirping. Click on the links below to see what others are saying about the campaign:
