SOURCE: BooneOakley

August 04, 2008 13:04 ET

Restaurant to Blow Itself Up and Start Anew, in Ad Campaign by BooneOakley

CHARLOTTE, NC--(Marketwire - August 4, 2008) - With a bang, Ruby Tuesday, Inc., headquarters, Maryville, Tenn., will announce the completion of a total relaunch of its restaurants' menu and decor... by blowing up, in a live Internet broadcast, the chain's last remaining old-style site. At RubyTuesday.com, a ticker counts down to the Tuesday, August 5, 3:00 EDT detonation. The advertising and event marketing campaign is tagged "It's a brand new Tuesday," and is the first work by advertising agency BooneOakley, Charlotte, N.C., for its new client.

A bomb-shaped newspaper "manifesto" describes some of the coming changes ("Gone are the... brass, the ferns and, yes, even the tchotchkees"). Two :15 TV teasers depict a restaurant exec taking a sledgehammer to one of the chain's old Tiffany lamps. And multiple online banners hint at the coming blast. ("Two words. Ka. Boom.") Media consists of full page, national newspaper, national cable TV, and websites including people.com, MSNGames.com, myspace.com, etc. There will also be Internet videos.

After the blast, :30 and :15 TV spots will introduce a new spokesman, described as "slightly over-enthusiastic" in his efforts to help people adapt to change of all kinds -- including, of course, the radical changes at Ruby Tuesday.

Ruby Tuesday, Inc. has restaurants in 45 states, the District of Columbia, Puerto Rico, Guam, and 13 foreign countries. As of June 3, 2008, the company owned and operated 721 Ruby Tuesday restaurants, while domestic and international franchisees (including Hawaii) operated 170 and 54 restaurants, respectively. Ruby Tuesday restaurants offer "simple fresh American dining."

BooneOakley is a full service advertising agency, with other clients including CarMax, State Farm, HDNet, and Visit Charlotte.

Contact Information

  • CONTACT:
    David Oakley
    Email Contact
    BooneOakley
    704/333-9797

    Dan Barron
    Email Contact
    Conroy Barron Public Relations
    o 646/356-7651
    c 646/825-0252