Black Rock gives its guests the opportunity to choose from an award-winning selection of steaks and seafood to personally cook on top of a 755° volcanic rock. This unique experience makes Black Rock the perfect place to cook 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. When our creative team conducted customer interviews at Black Rock’s original location in Michigan, elated guests described their dining experiences 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 outreach campaign that centers on the core messaging strategy: Crave More Black Rock. “We want to 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 its new Windermere, FL location to great success. The grand opening campaign included an integrated mix of radio, outdoor, digital, and social media. Combined with PR and a superstar management team at Black Rock, Schifino Lee knocked it out of the park. “It was slammed packed and our guests were thrilled with the experience. We even received tons of media coverage,” Samson said. Black Rock’s new Carrollwood and Brandon locations are scheduled to open in coming months.