ruth’s chris steak house — prime hospitality group
fine dining & hospitality | CTV spots | TikTok | email
The Brief:
Prime Hospitality Group — a family-owned regional franchise — partnered with JDA Worldwide to showcase Ruth's Chris Steak House's craft menu and drive reservations across multiple formats. I served as the dedicated writer for the brand for 2.5 years, working within both corporate-level brand guidelines and the regional brand identity I helped build.
See the Prime Hospitality Group brand identity guide that informed this work.
Evergreen CTV Spots: 30-second and 15-second scripts concepted and written in collaboration with my CD, incorporating the brand's signature trademarks — "Sizzle" and "worth celebrating" — into an original narrative.
30-second: "We take pride in offering exceptional service and culinary perfection. Our signature prime cuts, seasonally inspired menu, and award-winning wine list will make life's sweetest moments legendary. And that's a Sizzle worth celebrating. Reserve your table today."
15-second: "At Ruth's Chris, we're ready to deliver a superior dining experience. Our signature prime cuts and seasonally inspired menu will make life's sweetest moments legendary. Now that's a Sizzle worth celebrating."
CD: Jonathan Vessely
grand opening CTV spots
West Des Moines, IA
Using existing video footage, my CD and I concepted and I wrote updated scripts for two spots promoting the restaurant's grand opening to a new regional audience. The West Des Moines grand opening was a hit.
30-second: "Ruth's Chris is bringing the Sizzle to West Des Moines, and we're ready to deliver a superior dining experience. We take pride in offering exceptional service and culinary perfection. Our signature prime cuts, seasonally inspired menu, and award-winning wine list will make life's sweetest moments legendary. Don't miss our grand opening, and plan your visit this summer."
15-second: "Ruth's Chris is bringing the Sizzle to West Des Moines, and we're ready to deliver a superior dining experience. Our signature prime cuts and seasonally inspired menu will make life's sweetest moments legendary. Plan your visit this summer."
CD: Jonathan Vessely
tiktok campaigns
Two ads — evergreen and holiday — built around a cohesive creative device, written to reach Gen-Z and Millennial audiences.
Evergreen Ad: A clean slide sequence closes the spot — each occasion replacing the last in an upward motion:
"This is how _____ are done." date nights / happy hours / celebrations / legendary moments / grand openings
Holiday Ad: Fast-paced visuals pan through festive holiday décor across the restaurant, set to a peppy modern jingle. Copy appears on screen:
"We've decked the halls just for you."
The spot closes on a wine pour — as the glass fills, the word "holidays" fills upward in red to match the baubles on screen: "This is how holidays are done."
CD: Jonathan Vessely // Designers: Teah Rushing and Mitchell Acton
email campaigns
Leaning into the witty, unexpected side of the Ruth's Chris personality to engage subscribers in ways that felt fresh and personal.
National Lobster Day: "Move over, steak." Calling all lobster lovers. "National Lobster Day is Saturday, June 15th, and it's the one day all year that our steaks might be outshined. Prepare to indulge in our finest lobster specialties — Lobster Voodoo, Lobster Mac & Cheese, Lobster Bisque — or go big, and add a lobster tail to any entrée." CTA: Make a reservation
Autumn in Asheville: "The end of summer has us dreaming of crisp days and the spectrum of striking fall foliage we'll soon behold. If you find yourself back in Asheville for a scenic getaway, treat yourself to a spectacular meal at Ruth's. There's no better way to end a day of hiking and sightseeing than with our signature prime cuts and outstanding service."CTAs: Make a reservation | Enjoy fall with us
