Objective

In May 2024, Red Lobster’s bankruptcy announcement shook the internet. Fans flooded social media with heartfelt eulogies for Cheddar Bay Biscuits, believing the brand was gone for good. In reality, 500+ restaurants remained open, but with just days before a planned Crabfest campaign, slashed media budgets, and no funds for new production, the challenge was clear. We had to cut through the noise and let America know Red Lobster was still open.

Enter Flavor Flav. A lifelong superfan, Flavor wouldn't let his favorite seafood spot sink. Sensing an opportunity, Red Lobster partnered with him to spearhead “America’s Most Flavorful Comeback.”

Within just five days, we transformed a standard product campaign into a full-fledged cultural movement. Existing assets were refreshed with Flav’s iconic voiceover, digital messaging pivoted, and new social activations like the “It’s Flavor Time” TikTok filter and Flavor Flav’s Faves meal turned fans into participants. Flav didn’t just lend his name. He rallied the nation on Good Morning America and made headlines by ordering the entire Red Lobster menu.

The Objectives:

• Reverse declining sales and drive immediate foot traffic.
• Shift public perception. Red Lobster isn’t closed, it is making a comeback.
• Dominate cultural conversation without increasing media spend.

Strategy

Red Lobster had five days to turn a pre-planned campaign into a cultural moment. We focused on Black diners, a core audience that has historically championed the brand. As hip-hop’s most famous hype man, Flavor Flav was the perfect voice to rally this group, who value celebrity endorsements and culturally attuned campaigns. A founding member of Public Enemy, Flav has spent decades amplifying messages with his larger-than-life energy. His status as a cultural icon brought both nostalgia and undeniable credibility to the comeback.

We reworked existing assets with Flav’s signature voice and presence. A refreshed TV spot, digital content, and social activations like the “It’s Flavor Time” TikTok filter amplified the message. Flav’s involvement extended beyond digital. He took the comeback nationwide, appearing on Good Morning America to rally fans, visiting a Red Lobster and ordering the entire menu, and launching the exclusive “Flavor Flav’s Faves” meal. His organic enthusiasm made the campaign feel authentic, fueling widespread media coverage and social conversation.

Despite a drastically reduced budget, the campaign dominated cultural conversation, proving that even in the face of bankruptcy rumors, Red Lobster wasn’t just surviving, it was thriving. 

Results

Results: We Served

1. AWARENESS: The campaign generated over 5.3 billion total earned media impressions and 657 media placements across top-tier outlets, including Good Morning America, Esquire, Complex, and Hypebeast. The story dominated cultural conversations, ensuring America knew Red Lobster wasn’t closed—it was making a comeback.
2. ENGAGEMENT: Flavor Flav’s organic enthusiasm sparked major interaction across platforms:
   • 100% positive sentiment in earned media coverage.
   • The “It’s Flavor Time” TikTok filter and social activations drove thousands of user-generated posts.
   • Flav’s in-store visit and GMA appearance amplified fan excitement and media traction.
3. SALES: The partnership delivered an immediate +6.7-point swing in comp sales, marking the first positive trend in weeks and reversing previous declines.
4. CULTURAL RELEVANCE: What started as a viral tweet became America’s Most Flavorful Comeback. Flav’s larger-than-life personality and authentic love for the brand turned the bankruptcy crisis into a moment of celebration—proving Red Lobster (and its biscuits) weren’t going anywhere.

Media