How Red Robin Aims to Break Through to Gen Z And Millennials With a Dose of Nostalgia From The 2000’s
With its limited-time offer, Red Robin is offering a nostalgic taste of the 2000s.
In this campaign, lifestyle influencers Danielle Carolan and Brooke Miccio introduced Red Robin to their extensive fan bases. As part of this collaboration, the brand announced on social media platforms TikTok and Instagram that Juicy Couture would be partnering with the brand on The Juicier Collection, showcasing the trendy tomato red color on its iconic velour tracksuit. This collection celebrates Red Robin’s renewed focus on gourmet ingredients and tasty burgers with custom crystal diamanté “Juicier” and Red Robin logos.
The collaboration between the two brands primarily promoted on Instagram and TikTok, given their visual appeal, particularly resonating with Millennial and Gen Z demographics.This strategic approach not only aimed to introduce Red Robin to new audiences who appreciate unique brand collaborations and fashion statements but also leveraged the fashion inspiration prevalent on TikTok.
Additionally, the Instagram Shop feature facilitated easy access to The Juicier Collection for shoppers. The limited time offering sold out of several sizes within 24 hours after the announcement.
In this campaign, Red Robin aimed to highlight the brand’s playful spirit and showcase the brand’s recent burger upgrades in order to actively reach out to a younger audience, according to Kevin Mayer, Red Robin’s Chief Marketing Officer. Red Robin’s initiative engaged audiences who otherwise may not have considered it by presenting the brand in a relevant and targeted manner specific to influencers’ audiences. A positive response from fans, creators, as well as the media, has been very positive.
“Red Robin is in the midst of a resurgence, and we’re focused on all the great qualities that brought fans into the fold in the first place,” said Mayer. “Core to that is a shared sense of fun, playful spirit and nostalgia, which we wanted to tap into in a relevant way.”
Gen Zers and Millennials have different generational experiences, so they are drawn to 2000s nostalgia, just as brands have noticed the 90s trend. In the 2000s, Millennials were either young adults or teenagers and were exposed to the culture zeitgeist firsthand. Fashion trends, music, movies, and technological advances dominated the decade. Despite not experiencing the 2000s in real time, media, pop culture, and nostalgic memories heavily influence Gen Z individuals born between the late 1990s and early 2010s. Therefore, the aesthetics and trends of the 2000s have a nostalgic appeal for both Millennials and Gen Z individuals, connecting generations with a shared nostalgia.
“For many, especially if you remember the fashions of the early 2000s, Juicy Couture and the word “juicy” are synonymous. It only made sense to put our juicier twist on the iconic tracksuit, just like we did to our burgers,” said Mayer.
Through relevant hashtags and videos, Red Robin leveraged the platform just like Jack in the Box with its 90s-themed TikTok campaign to engage with Gen Z and Millennials who are nostalgic for this era. It has been estimated that #2000s have over 142 million views on TikTok according to the real time social media analytics platform Dash Hudson.
“Plenty of consumers probably have memories of sporting their Juicy Couture tracksuits to grab a bite to eat with their friends at Red Robin back in the day,” said Ali Grant, Co-CEO of the influencer marketing agency, The Digital Dept. “Nostalgia is such a powerful element to tap into for a marketing campaign because it reminds consumers of their youth, of simpler times. This collaboration is a perfect encapsulation of the power of nostalgia to woo customers.”
