By challenging category conventions and breaking some rules. For Romano’s Macaroni Grill, this was done by repositioning the brand as fresh, simple, and authentic Italian. Using their new Italian Mediterranean menu items as proof, we inspired consumers to try the brand again with a creative approach that eschewed the usual noisy executions and let the new dishes speak for themselves. No shouting voiceover. No cheesy bite and smile. No flying, squirting or tossing ingredients. By letting the dish be the hero. Making less mean more. Embracing simplicity.
Within the first 9 months of campaign launch, Romano’s Macaroni Grill had gone from lagging the industry average by -11% points to exceeding the average by +3% points, for an amazing +14% point swing during the toughest economic environment in recent Casual Dining history.