Bonefish Grill Campaign

Our challenge for this “transitional” campaign was to bridge the gap between where the brand was to where we wanted to evolve them. Most of their restaurant locations were older and leaned on the warmer, richer, darker side. The newer concept stores had a decidedly cleaner, fresher, brighter feel.

Our campaign strategy hinged on one brand truth and was rooted in a singular insight: freshness is meant to be shared. Freshness comes in many forms — from discovering a new restaurant together to sharing a new twist on a familiar taste — and these experiences are most memorable when they’re shared. For Bonefish Grill, this notion is already rooted in legacy attributes like fresh, memorable and unique. Other legacy attributes benefit from a slight pivot — from vibrant to joyful and comfortable to authentic.

Bonefish provides dining and socializing moments that are meant to be seized and enjoyed, shared and remembered. Our concepts draw a parallel between the fleetingness of fresh seafood and the fleetingness of those times we enjoy it together, all while highlighting the joy and craft that goes into every bite of food and every cocktail at Bonefish.

With honesty, appreciation and beauty, we celebrate and invite the spontaneous joy that comes with capturing special meals and special moments at Bonefish. Because it’s in these fleeting instants when the Bonefish Grill experience truly comes together.