Kids Adorably Critique BJ’s Healthy New Menu in These Charming Ads

DDB San Francisco recruits the littlest restaurant reviewers

If you want an honest opinion about food, restaurant critics have nothing on kids. To promote its new menu, BJ's Restaurants and DDB San Francisco shot videos with kids critiquing the dishes and trying to guess what they're eating. 

The kids tried five dishes and offered their feedback, and, as is kids' wont, they got adorably sidetracked talking about dinosaurs, whether they still exist and where they might live—Rio and San Diego are thrown out as suggestions.

The videos are a fun way to highlight the ingredients in BJ's Enlightened Entrees menu, which includes nutrient-rich superfoods and vegetarian and gluten-free options to appeal to consumers' requests for healthier offerings.

"Whether it's going meatless, avoiding gluten or keeping an eye on calories, we've curated menu items to help make those better-for-you choices a little bit easier," said Scott Rodriguez, vp of culinary and kitchen innovation at BJ's Restaurants, in a statement.

When asked what's in the dishes, the kids ponder whether the cherry chipotle glazed salmon is actually megalodon. One boy says the quinoa in the roasted chicken and spinach bowl is "dirt balls," while another says it's "baby grape seeds," and then offers up a creative spelling of the grain: "keenwa."

"Their facial expressions, empty plates and candid remarks tell you everything you need to know about our entrees," said Kevin Mayer, evp and CMO of BJ's Restaurants, in a statement. "There really is something for everyone."


Client: BJ's Restaurants
Chief Marketing Officer: Kevin Mayer
VP, Marketing Communications: Heidi Rogers
Sr. Manager, Marketing Communications: Kimberly Price

Agency: DDB San Francisco
Chief Creative Officer: Kevin Drew Davis
Creative Director: Dan Read
Associate Creative Director, Art Director: Michelle Sjoberg
Senior Copywriter: John Connor
Art Director: Shelby Lemons
Junior Copywriter: Dan Michel
Executive Producer: Debora den Iseger
Producer: Molly Flynn
Production Manager: Zoe Grubbe
Account Director: Jordan Wood
Account Manager: Layla Aberi
Project Manager: Molly Otto

Production Company: Dictionary Film
Director: Adam Parker
Managing Director: Chris Rossiter
Executive Producer: Megan Maples
Line Producer: Joe Kirkendall

Post Production: Cutters
Editor: Adam Parker
Assistant Editor: Darren Jaffe
Executive Producer: Megan Dahlman
Producer: Wendy Umanzor

Audio Post: The Studio, Chicago
Sound engineer(s): Nicholas Papaleo
Audio Post Producer: Stacey Simcik