Hootenanny and MARC USA recently launched a variety of social additions to an integrated Ruby Tuesday campaign that began with a highly visible spot in 2017.
Featuring 360-degree photos, GIFs, carousel ads, canvas ads, cinemagraphs, Boomerang videos, and static posts, the elements will run on Facebook, Instagram, and YouTube.
The range of content within the collection spans multiple categories, but gorgeous food shots and snappy messages form something of a running theme.
Two Facebook videos — “Chicago Steakhouse” and “Say Cheese” — combine mouthwatering burgers, chewing action, and swift regional montages to score tasty points in 20 seconds.
The fully integrated campaign is expected to provide an exponential boost to Ruby Tuesday’s existing popularity. Hootenanny Editor Sean Halvorsen credits MARC USA’s collaborative expertise for much of the success.
“Not only are they a super talented and fun group, but they also treat me and the rest of the team at Hootenanny as creative partners,” he explains. “It’s been really awesome to see our partnership grow, knowing how much trust the agency places in us on both the creative and technical level.”
MARC USA officially became Ruby Tuesday’s AOR in the beginning of 2017. Since then, the agency has relied on Hootenanny for a significant amount of work on the brand.
Halvorsen — who works alongside editors Liz Tate, Graham Metzger, and Nikki Vapensky — helped get the campaign rolling when he cut a spot that rode a seven-week TV buy across broadcast and cable channels early last year.
Hootenanny Executive Producer Don Avila and Producer Samm Smith produced the campaign. Finishing and Rotoscope was handled by Hootenanny’s Jim Annerino and Eddie Loera. Nolo Digital Film’s Elliot Rudmann helmed the color correction, and CRC’s Mark Ruff handled sound design and mix.
CREDITS
Ruby Tuesday
David Skena Chief Marketing Officer
Angie Heig VP Marketing
Tom Bowden Marketing, Strategy and Innovation Consultant
Joel Reynders Director of Culinary
MARC USA
ACCOUNT
Jean McLaren — President Chicago Office and CMO
Stephane Auriol — Account Director
Renee Sheilds — Assistant Account Executive
CREATIVE
Joe Burke — SVP ECD
Matt Sullivan — SVP Creative Director
Toni Caravello — Sr. Copywriter
Carly Neville — Art Director
BROADCAST PRODUCTION
Snake Roth — Executive Producer
PRODUCTION COMPANY
BDP / Big Deahl Productions
Connie Mellors — Executive Producer
David Deahl — President / Director
Todd Klein — Director
Justin Hayward — Director
Judy Friedman — Producer
EDITORIAL
Hootenanny
Don Avila — Executive Producer
Samm Smith — Producer
Sean Halverson — Editor
MUSIC/SOUND
CRC
Rose Razal — Producer
Mark Ruff — Lead Engineer
Jason Hoban — Asst. Engineer
LOCATION
RDS Chicago
FOOD STORAGE / SHIPPING
RDS Chicago
HOTEL
The London
Contact editor daniel patton at dan@reelchicago.com.
