ruth’s chris steak house — prime hospitality group
fine dining & hospitality | connected TV spots | paid social | email
awareness CTV spots (30 + 15 sec)
Steak lovers far and wide crave the “Sizzle” that can be found only at Ruth’s Chris Steak House. As a member of the JDA Worldwide Creative team, I served as the dedicated writer for Prime Hospitality Group’s Ruth’s Chris Steak House brand for 2.5 years.
The Challenge:
Regional owners of the prominent steakhouse wanted to showcase the restaurant’s outstanding craft menu strategically to its audiences. My CD and I ideated creative concepts for two evergreen CTV spots (15 and 30 second below). I wrote the scripts for each spot, while incorporating the brand’s corporate-level identity guidelines, and collaborated with my CD to build the full narrative, incorporating visuals and sound.
Concept & Copy Emphasizes:
Sophistication
Decadence
Artisan flavors
Elevated dining
Celebrating everyday occasions with the finer things
Unforgettable moments
CD: Jonathan Vessely
tiktok ads
To reach the Gen-Z and Millennial audiences with the “Sizzle,” the JDA Worldwide creative team produced two distinctive TikTok ads: an evergreen and a holiday. I wrote all ad copy.
Concept & Copy Emphasizes:
Sophistication
Decadence
Artisan flavors
Elevated dining
Celebrating everyday occasions with the finer things
Unforgettable moments
CD: Jonathan Vessely // Designers: Teah Rushing and Mitchell Acton
email campaigns
Emails were a vital part of Prime Hospitality Group’s marketing approach. To reach Ruth’s Chris Steak House email subscribers and untapped audiences, I leveraged the brand’s corporate-level identity guidelines, often leaning into the witty side of their personality, to engage readers in delightful, unexpected ways.
grand opening CTV spots
The Challenge:
To create buzz around the new Ruth’s Chris Steak House coming to West Des Moines, IA, the JDA Worldwide creative team created two CTV spots (15 and 30 second) promoting the restaurant’s grand opening. My CD and I concepted ways to reach this regional audience while using existing video footage, and I wrote updated scripts for each.
CD: Jonathan Vessely