Monday, April 30, 2018

Put on your eatin' bib.


Good Night Nurse!

We've come to the point in the life cycle of RoundSeventeen, where what was funny once, in 2010, has died a quiet death, enjoyed the miracle of resurrection, and climbed back out of the sea to be funny once again in  2018.

Case in point: Red Lobster.

Last week the genii in the Red Lobster marketing department announced an agency review -- that is, more accurately, another agency review. They have more agency reviews than there are appendages on America's favorite ocean roach.

You might recall I wrote about Red Lobster and their impending review a long time ago. That post was even picked by AgencySpy, you can read it here. In it, I even proferred up a free look at what their next Red Lobster TV commercial might look like.

In early 2011, the "winners" of the review unveiled their new campaign and short of using my tagline,  "Who's in the mood for Tail?", it was a shot for shot doppelgänger. The following years since, the account changed hands six or seven more times, but the advertising remained the same.

More claws.

More steaming hot potatoes.

More colorful corn cobs.

And more drizzled butter.

A lot more drizzled butter.

This is a client that believes in the magic of drizzled butter. And yet sales have remained as flat as a dead starfish.

I'm not about to write another free commercial for the good folks at Red Lobster. But as a diligent freelance copywriter with a known reputation for hustling, I am willing to share some insight and a possible way to grow the market.

You see the people who love Red Lobster, and there are many, will continue to go there. Maybe once a month, or once every two months. But that pattern is not going to change. No matter how much butter you drizzle on it.

The key then is to grow the market. Find a target audience who have never been to Red Lobster but who would love to eat and get fat there.

Enter the Jews.

You might know that Jews are prohibited from dining on shellfish. It's all part of a crazy Kosher laws written by old rabbis some 4,000 years ago. The prohibition stems from the fact that shellfish are bottom feeders and scavenge along the landfill of the sea. Thus bringing disease, pestilence and God's fury into the food chain.

My solution is to create Red Lobsteries™, a technologically advanced hatchery for lobsters, where they can live safely high above the ocean floor and where they are fed rabbinically-approved food. Thus making lobsters, which were once considered un-kosher, kosher

It's a modern day miracle.
And a whole lot more rewarding than Chanukah.

Full disclosure, I've never abided by the Kashrutic laws. My mother was from Scotland. Being half-Jewish was my Get Out Of Treif Card. Being half-Critical Thinker was my other excuse. But I will say this, and this is for my fellow Tribe members, until you crack into a perfectly boiled, succulent Maine Lobster tail, soaked in beautiful clarified butter, you have not been to the promised land.

Take it from me, those crazy goyim know how to eat.

This one is on me Red Lobster.
The next one will require the full Day Rate.


2 comments:

Théo said...

If I were Red Lobster I would only advertise in Chinese in the U.S.

Randal Bouverat said...

The “Tail” tag could’ve been supported by that Californication couple (Runcle & Marci), demonstrating its merits.