Developed by Score, the campaign features a film and social media developments
Outback Steakhouse has unveiled a new campaign that focuses on achievements and invites customers to celebrate with the restaurant. With the tagline “Come Celebrate Small Achievements with Us,” the “Ribs Season” campaign, developed by Score and produced by Butchers, highlights the different reasons to celebrate with the brand and enjoy the experience offered by the restaurant.
“This campaign brings the voice of our audience, who already look to Outback to celebrate their achievements. There’s nothing better to crown this moment than the return of dishes that were highly requested, such as Ribs Coxinha and Royal Cheese Ribs. We listened to the request and they’re back. This is also a reason to celebrate,” says Raquel Paternesi, senior marketing director at Outback in Brazil.
The movie “Outback Rib Season” introduces the main characters: All Ribs, Double Ribs, and Ribs & Steak, while citing different reasons to celebrate.
“The campaign is innovative because it goes in the opposite direction of what we are used to: instead of the brand suggesting what the customer should consume, we decided to go in the opposite direction. What are consumers looking for today? We noticed a tendency to celebrate small victories and we want to encourage that. The campaign is an invitation for the public to tell us what they want to celebrate with Outback”, explains Juliana Lammel, creative director at Score.
The campaign also includes developments on social media with influencers showing the launches and media in different formats and channels.
