TGI Fridays friendly brand appeals to a wider audience

The success in a marketing campaign lies in the emotions it will evoke. The emotional impression a campaign will leave is what will make potential consumers think of a certain brand when making a decision.

TGI Fridays has launched an integrated brand campaign, introducing to the world ‘Fridarians,’ the people who value and celebrate their Friday’s like they mean it.

Steve Flanagan, chief marketing officer at TGI Fridays, says, “We have a promise written on the wall in every one of our restaurants which is simply ‘In here it’s always Friday' – and we pride ourselves on making sure that for every guest we deliver outstanding food, unrivalled guest service and a relaxed fun experience.”

The campaign carries a clear message of the positioning shift TGI Fridays has embarked on, that aims to expand its reach from a limited target group consisting of an older audience, to younger people, including the much sought-after Millennial audience.

Aaron Goldring, executive creative director at Partners Andrews Aldridge says, “We’ve all had a great night out at TGI Fridays. Our ‘Go Fridarian’ campaign not only celebrates the unashamedly good times you’ll have in every restaurant, it also gives guests permission to let their hair down, pull their sleeves up, and experience that Friday feeling any day of the week.”

The campaign includes three short films, where diverse individuals of all ages and backgrounds get rid of social inhibitions and live freely, a promise the well-known food chain also makes for everyone visiting their restaurants. The films were produced by Pretzel Films. VOD and radio will be released across all of the brand's touchpoints, including TGI Fridays’ social media platforms.

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