Ruth’s Chris Steak House
Developed an overarching brand for the exclusive pairing dinners, resulting in year-over-year increase in attendance.
&Barr completely rebranded the Ruth’s Chris Steak House 7-year-old wine and dinner series, beginning with a new name that spoke to its core audience: Ruth’s TasteMaker Dinners.
Branding/Concept Generation, Social Content, Video Production, Photography, Print Collateral, Public Relations
While Ruth’s Chris Steak House is a legendary steak house, their wine and dinner series was not experiencing the level of attendance you’d expect from a truly epic dining experience. &Barr was asked to change perception and increase reservations, and we did through the new Ruth’s TasteMaker Dinners brand.
Pairings Made Simple
To increase intrigue for the one-of-a-kind food and wine pairings, we created original social content. In addition to the pieces of content above, we created an interactive canvas ad where users were invited to “mix and match” different pairings. The experience ended with a direct call-to-action for users to sign up for the dinner. The result? A sold-out event that led to the addition of extra dates.
Promotional Pieces, Plus
For each of its six dining events, we created a highly targeted digital campaign that included promotional videos, social content utilizing original photography, website landing pages and eBlasts, as well as POS materials and custom menus.
Earned Media Placements
More than 90 earned media placements in top national outlets and local restaurant markets. The extensive rebrand also generated media coverage in nearly 20 local restaurant markets for each event, plus featured media coverage on Wine Spectator, Delish, JustLuxe and Destination luxury.
Results Worth Toasting
The end result was a revived and refreshed wine and dinner series that encouraged repeat guests, not to mention endless accolades.