Client: Ruth’s Chris Steakhouse, Seattle location Date: 2-27-07

Project: :60 Radio Campaign (3 spots)

Job Number: 6 (option 2)

WHY ARE WE ADVERTISING? Ruth’s Chris is a well-known chain of high-end steakhouses. They have a great reputation for quality food and service. However, the Seattle market is saturated with dining options, and trendy new hot spots pull customers from established places.

WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH? Ruth’s Chris wants to remind everyone how great their steaks are, and lure in new and repeat customers.

WHO ARE WE TALKING TO? Men & women, ages 32 – 60, married and single in the upper-middle to upper class income brackets. They consider themselves knowledgeable about food without being pretentious – they know the best restaurants but don’t brag about where they’ve eaten. They are health aware (as opposed to health conscious), so they won’t eat red meat every night of the week.

WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS? Ruth’s Chris will serve you the best steak you’ve ever had.

WHAT ARE THE REASONS TO BELIEVE THIS? “Ruth's Chris Steak House is a family of 89 fine dining restaurants that originated in New Orleans and is now found in 78 cities throughout the United States and in four foreign countries and one U.S. territory. Insistence on serving the best U.S.D.A. Prime beef and other premium cuts has earned Ruth's Chris a reputation as a premier steakhouse.”

“[We serve] richly marbled U.S.D.A. Prime steak, the top 2% of beef in America from the Corn-fed in the Midwest is aged to Ruth's exact specification and served SIZZLING on hot china plates. Ruth's Chris' beef is never frozen, so it's exceptionally tender and flavorful. Portions are large - 12 to 22 ounces - because Ruth discovered a thicker cut of meat, cooked extremely hot, retains its juices better. Serving your steak SIZZLING, keeps it hot, juicy and delicious, until the very last bite.”

MANDATORIES Company name

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Web site: www.ruthschris.com

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