For 2013 and beyond, Red Lobster looked to develop a strategy to win with Hispanics. The restaurant, typically known to the market for high-quality seafood was simply not in their consideration due to premium price perceptions.

To formally introduce the brand to the market and promote the new core menu, Wing developed a new Spanish tagline, “Disfruta un Mar de Sabores (Enjoy a Sea of Flavors),” and launched the brand's first Spanish language campaign featuring Red Lobster's new 15 under $15 core menu. Similarly to the General Market's Real Stories campaign, the spot heroes a Spanish-speaking server and a Hispanic family enjoying a meal at Red Lobster.

Chief Creative Officer: Renata Florio

Art Director: Alvaro Naddeo

Copywriter: Facundo Paglia

Producers: Nadina Steimberg

Account Executive(s): Carla Noriega/Valeryn Santamaria

Production Company: Identity

Director: Andrew Walton

Director of Photography: Jeff Stonehouse

Executive producer: Joe Massi/Alana Hall

Line Producer: Laure Stevens

Editing House: Vision

Editor: JP Cadaveira

Producer: Allie Levison

Music House: Crescendo

Composer: Dave Bassett/Tim Meyers



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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.