Darden Restaurants, Inc.: Life On Land Is Dry campaign

Robert Schnakenberg

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster.

Darden Restaurants, Inc.: Life On Land Is Dry campaign

Robert Schnakenberg

OVERVIEW

Darden Restaurants, the largest casual-dining restaurant group in the world, operated three distinct restaurant concepts: the Olive Garden, Bahama Breeze, and Red Lobster. With about 700 locations, Red Lobster was the nation's leading full-service seafood restaurant chain, offering fresh seafood at moderate prices. Red Lobster had a disappointing year in 1997, with same-store sales falling 3.9 percent on average unit sales of $2.6 million. Hoping to increase sales and revitalize the Red Lobster brand, Darden Restaurants released its "Life on Land Is Dry" campaign.

Created by the ad...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands