Red Lobster — Eva Heinzen

Red Lobster was newly independent from Darden Restaurants and eager to shake off that sticky "seafood lover in you" reputation. Enter me.

With a modern new voice as wry as your favorite dinner companion, as warm as a Cheddar Bay Biscuit, and as trusted as a 5-star Yelp review, along with vibrant, editorial-style imagery to match, I helped give one of the nation's most reliable purveyors of food porn a personality to go with its looks. I managed a team of creatives across broadcast, digital, social, website, and CRM. Moving at the speed of retail world, my team widened guests' expectations of the brand.

BROADCAST / With hunger to induce for 7 promos every year, we produced a lot of spots. Here are a few of my favorites.

SOCIAL / From children who have figured out how to hustle Santa with Cheddar Bay Biscuits, to assembling our team and heading to the Times Square Red Lobster to get in on the then-trending Mannequin Challenge, we were relentless in our pursuit of timeliness and cultural fluency for the brand.

Screen Shot 2016-08-23 at 2.09.16 PM.png

Screen Shot 2016-08-23 at 12.34.25 PM.png

Screen Shot 2016-08-23 at 12.32.03 PM.png

Screen Shot 2016-08-23 at 12.28.49 PM.png

Screen Shot 2016-08-23 at 12.24.41 PM.png

Screen Shot 2016-08-23 at 12.13.38 PM.png

Screen Shot 2016-08-23 at 12.13.13 PM.png

Screen Shot 2016-08-23 at 12.10.44 PM.png

Screen Shot 2016-08-23 at 11.42.12 AM.png

Screen Shot 2016-08-23 at 11.40.25 AM.png

Digital / For each of the 7 promos every year, we shot stills, wrote banner copy, and resized until our art directors' eyes bled. And always got them out on time. Here are a few of my favorites from Endless Shrimp and Lobsterfest, our top two recurring promotions.

WEB / As part of modernizing the brand, we took a website more at home in the time of Geocities and built a beautiful, responsive, mobile-friendly experience.

We also cooked up an app and rewards program from scratch.

Metamucil

Hilton