Company: MikeWorldWide, New York, NY
Company Description: Thirty-eight-years young, MikeWorldWide is among the world’s leading independent, integrated PR agencies with five offices across the US, LATAM, and the UK. Powered by data and guided by insights, intellect and human instincts, the agency leans heavily into a digitally-led, content-driven approach to ignite influence and impact to help organizations matter more to those who matter most.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Issues Management
 Nomination Title: Red Lobster's Flavorful Comeback - Reclaiming the Chapter 11 Narrative
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 9 words used.
https://x.com/FlavorFlav/status/1793387025065980192?lang=en
https://www.instagram.com/redlobster/p/C7O-dUxNql7/?hl=en
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
6/1/24
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 196 words used.
Red Lobster, one of America’s most iconic restaurant brands, entered a high-risk reputation environment in May 2024. Following abrupt closures and a Chapter 11 bankruptcy filing, media speculation took off before any corporate statement was issued—amplifying public confusion and threatening long-term brand equity.
As a family-favorite known for value and tradition, Red Lobster’s brand trust was at risk. Headlines focused on financial losses and closures, leaving both loyal guests and employees questioning whether the company was gone for good. Yet leadership—focused on internal restructuring—chose not to speak to press, fearing scrutiny could jeopardize the legal process.
MikeWorldWide, Red Lobster’s agency of record, stepped in to fill the communication void and protect the brand’s reputation. Our mission: control the narrative, correct misinformation, and rebuild trust—all without paid media, executive interviews, or advance notice.
Our objectives:
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Clarify that Chapter 11 is a path to restructure—not a closure.
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Reassure core audiences that Red Lobster is still open and re-engage lapsed customers.
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Counter negative media through owned platforms and credible cultural voices.
This wasn’t just a comms challenge—it was a brand survival moment. We knew we had one shot to reset the story and restore faith in Red Lobster’s future.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 190 words used.
With no executive availability and media interest surging, we built a strategy rooted in transparency, clarity, and cultural resonance. We designed a two-part plan: lead with facts, then shift the conversation.
Part One: Reclaim the Narrative.
We drafted and deployed an “open letter to guests,” written in plain language and published across Red Lobster’s owned social channels within 24 hours of the Chapter 11 filing. It addressed the elephant in the room—bankruptcy—and explained that restructuring would allow Red Lobster to operate better, not disappear. It referenced past brand comebacks (Delta, Hertz), acknowledged restaurant closures, and reaffirmed that locations were still open.
Part Two: Reinforce Relevance.
When rapper Flavor Flav—an unprompted longtime fan—posted “CALL ME!!! I gotchu,” we moved quickly to convert that cultural moment into a brand-saving partnership. His credibility across demographics and his deep, authentic fandom made him a perfect advocate.
We activated:
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A limited-time “Flavor Flav’s Favs” menu
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A TV campaign featuring his voiceover
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Social-first content of Flav dining in-restaurant, ordering the full menu, and celebrating the brand
This campaign prioritized audience reassurance, cultural fluency, and real-time responsiveness—hallmarks of effective reputation management in a digital-first world.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 219 words used.
In a moment when brand sentiment could have cratered, Red Lobster’s communications response flipped the script—restoring public confidence, reversing confusion, and demonstrating resilience.
Narrative Reclaimed:
The “Letter to Guests” saw over 1M engagements, with a 119% above-average organic engagement rate. Fans flooded comment sections with stories of brand loyalty and gratitude for the transparency. It became a model for how to speak human in a corporate crisis.
Cultural Validation:
Flavor Flav’s “CALL ME!” post sparked headlines, but we turned it into action. His viral content (dining with the full menu) and “Flavor Flav’s Favs” campaign reestablished Red Lobster’s relevance—and created emotional goodwill among fans.
Media Impact:
Without proactive executive interviews, we still generated over 640 earned placements. Today.com broke the Flavor Flav partnership, which was later featured by CBS Mornings, USA Today, People, Colbert, and Billboard. Media shifted from “Red Lobster is closing” to “Red Lobster is fighting—and fans are showing up.”
Public Sentiment:
Positive audience sentiment dramatically increased across social. One viral post read: “Whoever their PR team is… amazing job. Best letter to customers ever.” That single comment drove 1K+ likes and furthered the brand’s restored trust.
This campaign didn’t just manage a reputational issue—it reframed the brand’s future, proving that empathy, honesty, and cultural agility are now essential tools in crisis response.
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