Brouillard Creates Its First Ruby TV

NEW YORK Casual-dining chain Ruby Tuesday tells diners that it aims to bring them the best burgers in the business in a campaign from Brouillard Communications that broke this week.

It is the first work from the WPP Group agency in New York since it added the $60 million account in December.

In one spot, a Ruby Tuesday’s chef lovingly constructs a hamburger out of 100 percent USDA Choice ground beef, fresh vine-ripened tomatoes, crisp lettuce and Applewood smoked bacon, and only reluctantly cedes his masterpiece to the waiter who carries it away. Those ingredients, among others, are new to Ruby Tuesday’s kitchens and will appear on the chain’s menus on Monday.

About 10 spots will break nationally during the next four months, said Brad Blum of Blum Enterprises, an investor and strategic partner with Ruby Tuesday’s.

Creative and media duties had been with Bernstein-Rein in Kansas City, Mo., since 2004. (Media buying duties went to MindShare.) The client has been doubling its media spend nearly every year for the past three years in an effort to keep pace with higher profile competitors like TGI Friday’s and Applebee’s, said client vp of marketing Mark Young.

In 2004, Ruby Tuesday’s spent about $15 million, followed by about $35 million in 2005, according to Nielsen Monitor-Plus. The company plans to spend about $60 million this year, Young said. In the first 10 months of 2005, TGI Friday’s, by contrast, spent about $80 million on ads and Applebee’s about $150 million, according to Nielsen.

Ruby Tuesday’s expanded into national cable buying at the beginning of its fiscal year in June, Young said, and the main thrust of its new campaign will continue to be TV advertising.

An earlier version of this item incorrectly reported that media chores went to Starlink. ‘Adweek’ regrets the error.