Watch the Series HERE
During Crabfest, Red Lobster wanted audiences to know their sustainability, quality control, and freshness story. What better way to tell that story than through the experts involved? We partnered up with the client to create a unique storytelling telling experience on TV, online, social, and on Red Lobster's site that highlighted the "sea to table" journey of the crab served at the restaurant. Tapping into Discovery's influential talent from Deadliest Catch, Captain Wild Bill, Red Lobster's procurement specialist, and chef, we crafted a cross-screen program that inspired curiosity about crab and increased quality perceptions. Most importantly, we ignited an excitement for Red Lobster's Crabfest!
The campaign significantly over-delivered in not only impressions but engagement. By leveraging new ad formats, interactive experiences, incredible stories, and high-quality content, the campaign's engagement was higher than the brand had seen in recent years before the execution.
Named Numerator's Best of Week Branded Content Campaign