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Red Lobster Launches First Spanish-Language Advertising Campaign

       Red Lobster Launches First Spanish-Language Advertising Campaign

National campaign will introduce more Hispanic families to the restaurant

PR Newswire

ORLANDO, Fla., Jan. 15, 2013

ORLANDO, Fla., Jan. 15, 2013 /PRNewswire/ --Red Lobster, the world's largest
casual dining seafood restaurant, launched its first Spanish-language
advertising campaign. The national campaign is designed to introduce more
Hispanic guests to the Red Lobster experience and to highlight the
restaurant's comprehensive menu, which was recently transformed to offer
guests more affordable, great-tasting options and greater overall choice and
variety.

(Logo:http://photos.prnewswire.com/prnh/20130115/CL41614LOGO-a )
(Photo:http://photos.prnewswire.com/prnh/20130115/CL41614-b )

"With the Hispanic population in the U.S. growing at four times the rate of
the overall population, the goal of the campaign is to make the brand more
relevant to these important guests by reaching them in a more meaningful and
impactful way," said Stewart Marquina, director of marketing, Red Lobster.

Thefirst Spanish-language ad, created by WPP's Wing, is an adaptation of the
general market "Real People" advertising campaign that features the "Sea Food
Differently" tag. It was created based on Hispanic cultural insights and
features the tag "Disfruta un Mar de Sabores" ("Enjoy a Sea of Flavors"),
along with Ariana Paz, a real server at the Gainesville, Fla., Red Lobster.
The spot follows Paz as she shares her genuine, unscripted passion for the
food and restaurant experience while serving a family enjoying a delicious
meal.

"We know that many Hispanics see the dining experience as an opportunity to
bring family and friends together to celebrate, share and bond, so that
important moment in time is brought to life in the ad," said Marquina. "With a
wide variety of menu options, Red Lobster is able to provide something every
member of the family can enjoy."

Partnership with Univision

Beyond advertising, Red Lobster is partnering with Univision Communications
Inc., the leading media company serving Hispanic America, to create a
customized segment named "La Pregunta Fresca del Dia" ("The Fresh Question of
the Day"). Airing during the popular entertainment show, "El Gordo y La Flaca"
("The Scoop and the Skinny"), the segment will give the audience celebrity
anecdotes and news, while also highlighting Red Lobster's variety of menu
offerings andaffordability.

Univision Network's popular daily morning show "Despierta America" ("Wake-Up
America") will also support the Red Lobster campaign with brand spotlights
where viewers will be invited to tune into "La Pregunta Fresca del Dia" on "El
Gordo y La Flaca." Custom-created vignettes will also promote Red Lobster
messaging and drive tune-in to "La Pregunta Fresca del Dia."

New Dining Experience

Highlighted in the ad is the new Red Lobster menu—now available nationwide in
Spanish—that offers more items with price points below $15. It also offers an
expanded selection of great-tasting, non-seafood dishes to satisfy guests who
prefer something other than seafood. Menu items include:

  oBacon-Wrapped Shrimp: With a peach-bourbon BBQ glaze and pico de gallo,
    served over mashed potatoes and choice of accompaniment.
  oWood-Grilled Chicken with Portobello Wine Sauce: Served with mashed
    potatoes and choice of accompaniment.
  oTilapia with Roasted Vegetables: Seasoned and roasted in a parchment bag
    with white wine, asparagus, artichokes and wild rice pilaf.

Additionally, Red Lobster's new menu offers more choice and variety, including
lighter-style options and more fish and shrimp entrees. Some examples include:

Lighter-style options such as:

  oBar Harbor Salad with Shrimp: With dried berries and honey-roasted pecans
    with a blueberry-balsamic vinaigrette and crumbled blue cheese served upon
    request (260 calories, 9 fat (g) with no dressing or blue cheese).
  oTropical BBQ-Glazed Chicken: Wood-grilled and brushed with papaya-BBQ
    sauce and topped with fresh pineapple salsa. Served with wild rice and
    choice of an accompaniment (390 calories, 6 fat (g)).

New seafood options such as:

  oIsland Grilled Mahi Mahi and Shrimp: Wood-grilled, wild-caught mahi-mahi
    and a shrimp skewer brushed with a papaya-BBQ sauce and topped with fresh
    pineapple salsa. Served with broccoli and choice of accompaniment.
  oChesapeake Shrimp with Crab: A Chesapeake-grilled shrimp skewer topped
    with crab butter and five crab-and-seafood-stuffed shrimp with lobster
    beurre blanc, served with wild rice pilaf and choice of accompaniment.

Ongoing Commitment to the Hispanic Community

As a member of the Darden family of restaurants, Red Lobster wants the warm
and caring experience to extend beyond its restaurant walls into every
community it serves. Darden has identified and supports partners that empower
the Hispanic community such as:

  oASPIRA: Donated funds to support the rollout of the Youth Leadership
    Development drop-out prevention program for ASPIRA Clubs and schools.
  oCongressional Hispanic Caucus Institute (CHCI):Supportedthe CHCI Summer
    Internship Program and CHCI's Hispanic Heritage Month Awards program.
  oHispanic Scholarship Fund:Provided 2012 grant from the Darden Restaurants
    Foundation in support of $2,500 scholarships and academic support services
    for 40 students.
  oLeague of United Latin American Citizens (LULAC):Sponsored the Washington
    Youth Leadership Seminar and Youth Leadership Development Program.
  oNational Council of La Raza (NCLR):Supportedthe What If? College
    Readiness Program.

"We understand that communicating directly to our Hispanic guests is
imperative," said Marquina. "This campaign and our ongoing commitment to the
Hispanic community allow us to welcome these guests into our restaurant in a
much more relevant way, which is exciting as we look to become their go-to
place for delicious seafood and everyday celebrations."

To learn more about Red Lobster, to view the ad and to find a local
restaurant, visit www.facebook.com/redlobster and the Spanish-language website
at RedLobster.com/espanol.

ABOUT RED LOBSTER

Red Lobster is the world's largest casual dining seafood restaurant with more
than 700 locations and 60,000 employees delivering delicious, high-quality
seafood to guests across North America. Red Lobster is a division of Darden
Restaurants, Inc. (NYSE: DRI), the world's largest full-service restaurant
operating company. In 2012, Darden was named to the FORTUNE "100 Best
Companies to Work For" list for the second year in a row and is the only
full-service restaurant company to ever appear on the list. Red Lobster is
committed to making a difference in the lives of others in the local
community. As part of this commitment, all Red Lobster restaurants participate
in the Darden Harvest program, which has donated more than 60 million pounds
of food to local community food banks across the country. For more information
on Red Lobster please visit www.RedLobster.com.

2010 Census Shows Nation's Hispanic Population Grew Four Times Faster Than
Total U.S. Population (Source: 2010 U.S. Census)

SOURCE Red Lobster

Website: http://www.RedLobster.com
Contact: Heidi Schauer, HSchauer@darden.com, +1-407-245-4615; Adriana
Ruiz-Lopez, Adriana.Ruiz-Lopez@edelman.com, +1-212-277-3737
 
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