Ryan’s(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., the nation’s largest steak-buffet restaurant company, today announced the launch of the brand’s first system-wide marketing effort. The integrated campaign was created by their marketing agency of record and features original music and a proprietary jingle.
The integrated Hispanic marketing effort is part of Ryan’s system-wide branding effort to help re-define and distinguish the casual dining chain’s unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July. Ads feature “Whadja Get?,” an original song that defines the Ryan’s buffet experience. The Hispanic marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan’s will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.
“This campaign gives a distinct brand voice to the Ryan’s restaurant experience,” said Mike Andrews, chief executive officer of Buffets, Inc. “It celebrates both the emotional and functional benefits of Ryan’s unique platform in a way that will resonate with our customers. The spirit of Ryan’s personality is expressed in every vertical element of this campaign.”
The Hispanic Marketing Effort
“We set out to create a brand strategy and an integrated marketing program that differentiates Ryan’s and conveys their commitment to providing high quality, freshly made meals for the entire family,” said the agency’s managing partner. “This campaign will engage consumers at multiple touch points and make them want to be a part of the terrific Ryan’s experience.”