Embroiled in a PR nightmare from initially receiving funds from the SBA Paycheck Protection Program (PPP), Ruth’s Chris stayed quiet and paid back the loan. During this time, customers started to drop off for a myriad of reasons (not specific to the PPP debacle). Ruth’s Chris’s chains wanted to shift the narrative so my team helped shape the messaging, visuals, and marketing.
The story we wanted to tell was one that was centered on their communities and empowers them to take pride in supporting a “locally-owned” institution. We created a rewards program to increase engagement, a media campaign to drive awareness, and key touchpoints for customers to think of Ruth’s Chris as more than a place to celebrate just the big moments in one’s life.
