Earls Kitchen & Bar had a problem, which is that people just didn't associate Earls with ribs, instead opting for more popular fare, like burgers and wings. So, for the Earls Rib Promotion, we created a campaign featuring hundreds of examples reminding people that no matter what's going on in their lives, it’s always a good time for ribs at Earls.

Knowing Earls core target are heavy social media consumers, we went to Facebook, Twitter and restaurant blogs to find disappointed steakhouse consumers. They were shocked that a restaurant took the time to personally invite them to redeem their bad steak experience and then were as equally surprised by the great tasting steak Earls offered. The event film was posted to YouTube so this socially charged target could share their personal redemption story.

Traditional media was used to drive awareness while in-store collateral drove trial. The campaign look delivered a sense of confidence and refinement to reinforce Earls as place for high-quality steak.

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