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Group Five Adds Gator’s Dockside to Client Menu

Group Five is working with casual dining chain, Gator’s Dockside, to produce an advertising campaign highlighting their expanded ribs selection. The project is the first endeavor in what both parties expect will be an ongoing relationship.

Gator’s Dockside offers a family-friendly sports bar and grill atmosphere, and is widely known for their outstanding wings – particularly those served with Scooter sauce. The first Gator’s Dockside opened in Jacksonville, Florida in 1991 and has since expanded to 17 locations throughout the state.

Group Five was contracted by franchisees representing locations in Tampa, Gainesville and Ocala to assist in marketing ribs as a Gator’s Dockside signature dish. While the offering is highlighted in the company’s tagline (alongside wings, seafood and sports), sales prior to the campaign failed to meet expectations.

Group Five developed a concept called, “Rib Tickler,” that includes television and radio advertising as well as in-store promotion through menu cards, t-shirts, posters, window decals and video displays. Additionally, we incorporated a social media component soliciting Gator’s Dockside’s Facebook fans to submit their best joke for a chance to star in the upcoming commercials.

Production is ongoing with the campaign scheduled to launch during summer 2012.

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