Black Rock gives its guests the opportunity to choose from an award-winning selection of steaks and seafood and personally cook it on top of a 755° volcanic rock. This unique experience makes Black Rock the perfect place to serve up rare and tender moments with family and friends.
The Michigan-based chain of restaurants recently selected Schifino Lee to promote its expansion into Florida and the South. Schifino Lee is a leading national advertising, digital and branding agency headquartered in Tampa, FL.
When Schifino Lee’s creative team conducted customer interviews at Black Rock’s original location in Michigan, it heard elated guests describing their dining experience as so amazing, they were already yearning for more: More Fun, More Play, More Taste, More Interaction, More Memories, and, naturally, More Steak.
So of course, Schifino Lee created an ad campaign that centers on this singular message: Crave More Black Rock. “We give our guests an experience like no other. We knew Schifino Lee was the right agency to craft that message,” said Paul Samson, co-owner of Black Rock Bar & Grill.
Recently, Black Rock Bar & Grill opened new locations in new Windermere (Orlando area) and Carrollwood (Tampa area) to great success. The launch campaigns included an integrated mix of radio, outdoor, digital, and social media. Combined with solid PR and a superstar management team at Black Rock, Schifino Lee knocked it out of the park.
“The response to the advertising and concept has been phenominal. Opening week was packed and our guests were thrilled. We even received tons of media coverage,” Samson said. A third Black Rock location in Brandon, FL is scheduled to open in the coming months.
Schifino Lee is a national advertising + branding agency with a proven track record for building brands through integrated communications in digital, traditional, experiential, mobile and social media. Schifino Lee clients include WellCare Health Plans, Tampa Museum of Art, and Vigo Importing/Alessi Foods. For more information on the agency, visit schifinolee.com.