RED ROBIN ALL THE FULLS

Concepting, Copywriting, Social Creative Direction

When it comes to dining out, what families truly value goes beyond just price. Sure, cost matters, but so does connection. Families crave meals that bring everyone to the table and moments that bring them closer together. It’s not just about full bellies. It’s about full hearts, too.

Red Robin was losing share to quick-service competitors who owned speed and price. But what they couldn’t offer was the one thing families said they wanted most: more time together. In fact, a national survey revealed that 73% of children wish they had more time to connect with their parents, a stat that became the emotional heartbeat of the campaign. So we built a brand platform around a richer idea of value: ✅ Full bellies ✅ Full hearts ✅ Full-on value

All the Fulls came to life across TV, radio, social, digital, PR, and in-restaurant activations—culminating in weekly “playfull” nights that turned dinner into a chance to reconnect, unplug, and even let kids run the show (dessert first, anyone?). The campaign’s brand positioning resonated deeply, reinforcing Red Robin’s emotional relevance and core brand equities. In the end, All the Fulls was more than a marketing platform. It was a reminder that food tastes better, and feels better, when it brings people together.

During the Q4 2019 media flight:

Red Robin ranked in the top two brands for Search Engagement Volume (SEV) among casual dining and midscale restaurants.
Social engagement doubled year over year, with increased positive sentiment across channels,, driving a larger investment in social and digital marketing.
Video completion rates hit 80%, outperforming benchmarks by 14%.
Message comprehension lifted 41%, and brand awareness grew 9%.
The brand saw two consecutive quarters of positive comparable-restaurant revenue, along with a 4.7% increase in average check, despite reduced discounting.