Tatham Evokes Shore Imagery

Euro RSCG Tatham’s first TV campaign for Red Lobster, set to break next week, is a celebration of the shore, as the seafood chain attempts to draw customers in by evoking memories of fun at the beach, sources said.
The spots will be filled with a series of scenes shot along the California coast and on Cape Cod in Massachusetts, sources said. The ads also include a new tagline, “Life on land is dry.”
A Red Lobster representative declined to comment.
The campaign will begin with straight image work, with price promotions to be worked in later, sources said. Print ads will not appear until sometime after the TV spots begin airing.
Chicago-based Tatham won the creative and media planning portions of the seafood chain’s $90 million account in July. The other finalists in the review were the incumbent, Grey Advertising, and Deutsch, both in New York. Media buying remained at Zenith Media USA, New York.
The agency’s successful pitch was almost directly translated into the campaign that is scheduled to break early next week. The Orlando, Fla.-based chain wants to update its image and attract a younger audience by accentuating the experience of dining in one of its outlets.
John Mastromonaco of Bedford Falls in Santa Monica, Calif., directed the spots. He used a variety of film types including Super 8 to capture a home-movie look, sources said. Food shots are coupled with the seashore scenes.