Red Lobster, a casual-dining seafood restaurant chain, appointed Real Branding, San Francisco, as its interactive agency of record last week after a nationwide search.
The Orlando, FL, company opened an agency review in March, narrowing the field to three finalists after numerous presentations. The Richards Group, Dallas, won traditional advertising responsibilities as agency of record. Real Branding handles online marketing.
Real Branding is charged with strategic planning for Red Lobster’s online efforts, Web site development and maintenance, Internet advertising development and media planning.
A subsidiary of Darden Restaurants Inc., Red Lobster has more than 670 restaurants in the United States and Canada. It employs 65,000 people and last year increased sales 4.1 percent to $2.4 billion by serving 144 million guests.
Red Lobster joins Real Branding clients such as Quicken Loans, ditech.com, Diageo, Corona Beer, Coca-Cola Co., America Online, Warner Home Video, HBO and Unilever.