PR Play of the Week - Red Lobster rolls out 40-ft. shellfish

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.

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

cities.



’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?’’



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