OVERVIEWRed Lobster is an extremely prosperous restaurant chain that has a collection of proposals from restaurant entrepreneurs. Red Lobster has become a household term and has gained a good customer base over the years. This occurred in Red Lobster which represents 43% of the assigned market in the Seafood Shackle casual dining division. In the year 2010, there were 694 Red Lobster outlets and the final revenue for fiscal year 2010 was $7.11 billion. Red Lobster today offers a range of seafood products that contain new fish, shrimp, lobster and spider crab. The number of diners grew rapidly and was deemed part of the "Big 7" of casual dining chains. SWOT ANALYSIS Strengths: Red Lobster represents 43% of market spending and is the largest chain of casual seafood restaurants. Computerized point-of-sale layout is the ultimate in powerful supply chain: Head to a casual dining seafood group for distribution. Certified suppliers are able to satisfy customers during night deliveries. 690+ diners in NA Weaknesses: Outdated diners, no clear vision of who their customers are, understanding of food safety Opportunities: Increase product line (expand food items and wine selection), increase or target new customer base; increasing profits, increasing geographic reach (e.g. Europe, Asia-Pacific) Threats: supply pressure due to high seafood prices, trade status; provoke more customers to eat at home, Aquaculture, Intense competition in the categoryCURRENT MARKETING PLANWhen Kim Lopdrup realized the need to improve its positioning; a three-phase project was sent immediately. This design was industrialized to enhance the Red Lobster brand and focused on ris...... middle of paper ...... expressed in both 30 and 15 second formats. The campaign launched with two televised runs. In conclusion, ultimately, the creation of Sea Food Contrarily was achieved by listening to customers. This legacy of listening has survived throughout the campaign's existence. The qualitative aspect is primarily used in the progression of each individual ad to identify a compelling narrative and inform production; copy tests are conducted before the airing of each individual television performance to maximize effectiveness; and individual qualitative discussions are periodically conducted alongside the operators to accompany the reality of the advertisements. Integrating customer insights into strategy and communications has resulted in an exceptional improvement for the brand from a perceptual and commercial perspective and will tolerate being an integral part of the Red Lobster brand and its connections through Sea Food Contrary and Beyond.