Red Lobster

The Hard Way

For Red Lobster’s 50th Anniversary campaign, Publicis set out to celebrate the brand's sustainable fishing practices. It was vital the footage featured in the spot didn't just look real – it was real. Every shot had to be true to Red Lobster’s own fishing practices and seafood sold in stores, and was run by its Supply Chain for approval. Leveraging Sourced Content from commercial fisherman was the most authentic and cost-effective option as it would’ve been extremely difficult, expensive and time-consuming to film on location – at sea off the shores of Alaska.
91%

Sourced Content

3 wks

to produce campaign

48 hrs

to upgrade to Super Bowl broadcast rights

$80k

estimated production cost