Correction: A previous version of this story stated Red Robin is partnering with The Onion publication. In fact, it is parent company Onion Inc.’s in-house creative services agency, called Onion Labs, that is working with the burger chain.
Dive Brief:
- Red Robin Gourmet Burgers and Brews launched a nationwide multi-channel campaign Monday called “Let’s Burger”, including TV and digital video spots, a social media rollout and a branded content deal with Onion Labs, the in-house digital creative services agency owned by the same company as satirical publication The Onion.
- As part of the deal, Onion Labs is launching a website with the food franchise called The Onion Ring, which is described in a press release as a “hilarious take on the American burger culture.”
- Social media elements of the campaign include branded content for Facebook, Instagram, Twitter and YouTube, as well as Snapchat geofilters at Red Robin restaurants across the U.S.
Dive Insight:
“Let’s Burger” was created by KBS, Red Robin’s agency of record, with the overall goal of making the chain seem welcoming and fun — a difficult message to communicate as genuine, but one the franchise might accomplish working with Onion Labs, which focuses on content similar to The Onion.
"The Red Robin experience goes far beyond the burger itself. It's about inviting people to let go, lean in and take their time enjoying the things that make Red Robin unique," said Jonathan Muhtar, senior vice president and chief marketing officer at Red Robin, in the release.
The casual food franchise is clearly looking to hook more young eaters through the campaign's Instagram efforts and things like Snapchat geofilters, following brands like McDonald's in expanding social to key demographics like millennials and Gen Z. Getting in front of these consumers with brand-related content to supplement ads is a trend right now.
Onion Labs involvement in "Let's Burger" also embodies a trend toward more branded deals on the publishing end, as more and more media outlets are partnering with marketers to bring native content that fits within the larger framework of their editorial voice.