Red Robin Gourmet Burgers wanted to set itself apart from competitors and build brand awareness. Linhart PR combined the popularity of cooking shows, the brand’s family audience and America’s love of gourmet burgers to develop the national Kids’ Cook-Off – a competition that generated year-after-year big news and business results.
The Kids’ Cook-Off competition gave children nationwide the chance to submit their recipes for America’s next gourmet burger.
Red Robin Gourmet Burgers and Brews tasked Linhart PR to quickly build brand awareness due to the chain’s aggressive growth plans, increasing competition and the absence, at the time, of Red Robin national advertising.
Research identified Red Robin’s kids and family audience and gourmet burgers as key brand differentiators. Coupled with the popularity of cooking shows, Linhart PR developed the national Kids’ Cook-Off to generate big news and business results. The Kids’ Cook-Off gave children nationwide the chance to submit their recipes for America’s next gourmet burger. The competition’s multi-phase approach generated brand awareness and year-round news coverage through the call for burger recipe entries, championship event with 10 local market finalists, and the winning burger served on the national menu with proceeds benefitting the National Center for Missing & Exploited Children (NCMEC).
For five consecutive years, the Kids’ Cook-Off reached Red Robin’s core customers and generated: