Photo: Screenshot Commercial
After 14 years, Olive Garden is kicking its famous slogan to the curb.As of Sunday, “When you’re here, you’re family” will be replaced with:
Straight to the point, sure.
But did parent corporation Darden restaurants really need to employ ad agency Grey New York to come up with that? It’s not exactly nuanced.
Turns out that even though everyone recognises and easily associates with the “family” tagline, consumers have been treating Olive Garden more like a great aunt you visit on a bi-annual basis than a close relative. Guests have lagged the last 23 of 24 months, and sales have been down.
So, the chain really does need people to Go to Olive Garden.
The campaign is part of the Olive Garden’s larger plan to step away from the family restaurant atmosphere of a “stereotypical Italian family dinner” and cater to a more modern family, so to speak.
To hammer in the point, the chain has hired “Modern Family” star Julie Bowen to do voice overs for the new ads.
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