This campaign had tentacles for days - ranging from digital and social, to video and OOH marketing. This was my first season working on ABNR and sadly, my last. We wanted Anthony, the “rock ‘n roll chef”, to go out with a bang. So we gave him the ultimate “rock star” treatment.

This included the graphics, look, and campaign art to have a weather band poster feel and the music to be from a close friend of Anthony’s, The Black Keys (lots of legal hoops there). We wanted the GFX to really play up the mood, with very little b-roll to get that authentic rockin feeling.

RESULTS:

The premiere night rated 61% above the prior six Mondays

The premiere episode earned the series’ second highest ratings ever.