TGI Friday's 'Summer of Fridays' tour hit the open road delivering free samples of their new handcrafted menu items across the Midwest, South and East Coast.
CLIENT: TGI Fridays Restaurants
MARKETS: Boston, New Jersey, NYC, Washington D.C., Philadelphia, Richmond, Baltimore, Atlanta, Minneapolis, Detroit, Chicago, Cleveland, Pittsburgh, St. Louis, Houston, Dallas, Louisville, Tampa/St. Petersburg
MESSAGES: "Summer of Fridays" fun experience; new handcrafted food; new menu items
DATES: May, July, 2014
PROGRAM ELEMENTS: We took basic brand new step vans and transformed them from the ground up into two custom built29 foot TGI Friday's branded food sampling trucks. Both trucks required special cooking equipment that had to match that of a TGI Fridays kitchen at their brick and mortar locations. The attention to detail was vital so that the consumer received the same experience at either outlet. We also added two TGI Friday's branded chaser vans, two branded 10 foot x 10 foot tents, two branded kiosks, two teams consisting of four full time staff, eight brand ambassadors and three full time social media writers/bloggers that created content for the TGI Fridays social media outlets.
OVERVIEW: TGI Friday's is undergoing a broad effort to refresh their brand and the "Summer of Fridays" tour was the focal point for this summer. Both food trucks and the supporting teams traversed the country stopping at music, arts and food festivals as well as some great sporting events. Each event was evaluated on several levels and ultimately allowed us to engage a very large and diverse audience. Additionally, their was an aggressive PR and social media campaign around every event that helped share the tour with the whole country.
Inside the trucks, we cooked and prepped several new menu items: Seared Ahi Tuna Crisp, All American Beef Sliders, Stuffed Potato Skins, Oreo Madness desert, Red Bull strawberry lemonade, and Passion Tea. Outside the truck we handled out free samples, shared info on the new menu and updated décor in the restaurants, and had more fun than can imagine. Summer may be over but the increase in awareness and in-restaurant traffic lives on!