A 3,000-pound lobster washed up on Manhattan’s South Street Seaport last Wednesday morning - well, sort of. Get out the lobster bibs, a vat of butter and a PR Play of the Week statuette.
A 3,000-pound lobster washed up on Manhattan’s South Street Seaport
last Wednesday morning - well, sort of. Get out the lobster bibs, a vat
of butter and a PR Play of the Week statuette.
The 40-foot crustacean, fortunately of the fiberglass variety, is the
centerpiece of Red Lobster’s Coast-to-Coast Tail-gate summer tour,
coordinated with the help of the seafood lovers at Porter Novelli. Red
Lobster wants consumers to know it’s about more than just fried fish -
and what better way to do so than bolting a monstrous pseudo-shellfish
to the roof of a 1999 Ford F350 truck?
The strong silent type, ’Clawde’ the lobster made quite an impression in
Gotham, eliciting gasps of delight (and, in some cases, utter
bewilderment) from children and Wall Streeters alike. Several of the
Seaport’s notoriously gruff dockworkers even donned lobster-shaped hats.
The local and national media ate it up - the possibilities of free food
and giant creatures emerging from the sea somehow always manage to get
the attention of the press.
What made the Red Lobster event more than your garden-variety ’look at
us!’ PR stunt, however, was a charitable tie-in with the company’s Cops
& Lobsters program, which raises funds for the Special Olympics.
Don’t be surprised to see Clawde crawling up beside you on the highway
this summer. The tour runs through August, stopping in at least 10
’We’re getting great responses,’ said Red Lobster ’Road Ambassador’ Mark
Kelly. ’They pull us over to take pictures and offer us tubs of butter.
My personal favorite is when we hear, ’Do you know a giant lobster’s
attached itself to the back of your rig?’’