In an effort to reach moms with young families, Ruby Tuesday released a family-focused ad called 'Shy Girl.' Not only does the new commercial aim to make the restaurant "more casual and approachable," but it is also designed to appeal to young families who are looking for more health-conscious dinning options.
The Shy Girl ad is specifically targeted at millennial moms with an emphasis on family dynamics and healthy eating. In the ad, a young girl is having trouble adjusting to life at her new school until she befriends another child at the Ruby Tuesday salad bar. Unlike traditional ads, the commercial was aired online and geotargeted to only be viewed by those in the Atlanta area. The idea was to target a very specific demographic and curate the content accordingly.
The new Ruby Tuesday campaign demonstrates how companies can use social media and streaming to target the specific customers they are trying to engage with.