Ruby Tuesday Brand Campaign Project
Mock up done based on sponsorship proposal
Collaborated with a team to develop a marketing campaign for Ruby Tuesday and present recommendations to Chief Marketing Officer Edithann (Velez) Ramey.
Served as Researcher and Media Designer, gathering survey data from students and combining those insights with industry research to identify strategies that would best connect with target audiences
Problem
Ruby Tuesday was experiencing declining customer traffic and needed strategies to improve engagement with both younger and older audiences. The campaign focused on consumers ages 55 and older.
Research
Research identified Florida as the state with the highest concentration of Ruby Tuesday locations, leading the team to focus on the Tampa market. Findings also showed that many consumers in the 55+ demographic valued healthier meal options, which inspired the “Fresh for a Cause” campaign concept.
Execution
The final campaign included sponsorship and advertising mockups, along with a themed trivia night event designed to increase dine-in traffic and community engagement.
Strategy
The campaign centered on repositioning Ruby Tuesday around healthier dining options through Demand Gen advertising, email marketing, and a proposed sponsorship partnership with the Tampa Bay Buccaneers.