One of the fastest growing brands in the casual dining category, Bonefish Grill will take viewers along on its adventures sourcing fresh and unique fish, recipes and flavors from around the globe. Directly sourced fish has been at the heart of the restaurant’s concept since its founding in 2000.
Working with Cliff Freeman & Partners, Bonefish Grill has developed an integrated campaign that includes TV, print and internet “webisodes.” Five flights, each featuring separate parts of the world, will debut during 2008. The first stop is The Caribbean. All five flights will be paired with new menu items, showcasing indigenous fish, recipes and flavors of the featured locale.
“The use of television is key to communicating the adventures we want to share,” said Bonefish Grill Vice President of Marketing Richard Turer. “We’ve translated a very distinctive in-restaurant experience into an authentic advertising campaign that represents the essence of what makes Bonefish Grill so special.”
“I saw this as an opportunity to tell incredible, real-life stories,” said Cliff Freeman of Cliff Freeman & Partners in New York. “These spots are the advertising equivalent of reality TV. As we got into the creative, we found a story so rich, so full of soul that it couldn’t be told in a single spot. The stories are part Mark Twain, part Ernest Hemingway, part Hunter Thompson.”
The tone and feel of the spots and print ads reflect the authenticity and freshness of the brand they articulate. Shot around the world, the series will read like a globe-trotting travelogue.
In addition to the two 30-second spots, Cliff Freeman & Partners has added an internet component, a series of one- and two-minute “webisodes,” edited from the outtakes of each spot. “There was so much to say, so much to show…we needed a longer format to connect the viewers emotionally. The webisode was a perfect solution,” said Freeman. The webisodes will launch in late February.
The Caribbean television campaign will continue through March and air on cable TV. The first set of TV spots can be viewed on http://contact.bonefishgrill.com/medialaunch; Password: tastethepursuit.