Tony Roma’s Wins Best Marketing Campaign at Global Restaurant Awards
“Show Us Your Rib Face” campaign gets top honor for innovative and creative messaging that incorporates fun fan photos
Our parent company Romacorp Inc. received international accolades at the Global Restaurant Awards in Dubai for Best Marketing Campaign. The award, presented by The Caterer and its parent company, Travel Weekly Group, selected Tony Roma’s “Show Us Your Rib Face” campaign for the top marketing award.
The Global Restaurant Awards recognize the innovation, vision and leadership of businesses that form the backbone of the world’s leading restaurants and restaurant brands. Hadi Al Hakim, our franchisee in Dubai, accepted the award on Romacorp’s behalf at a ceremony hosted at the Burj Al Arab Jumeirah.
“This marketing campaign showcased our world-famous ribs and barbecue sauce in a playful way, engaging our fans to share their ‘rib faces’ on social media,” says Chief Marketing Officer Jim Rogers. “Since having fun is such an important part of our brand heritage, we’re proud that we delivered an engaging campaign and messaging that resonated with our fans around the world, and we’re honored to accept this award.”
Creative messaging incorporated fan interaction
To promote Tony Roma’s “Show Us Your Rib Face” campaign, our marketing team created fun messaging using photos of fans eating Tony Roma’s world-famous ribs with barbecue sauce on their smiling faces. Fans were invited to share their own “rib faces” through a digital and social media campaign for the chance to win Tony Roma’s world-famous Baby Back Ribs for a year. The winners were announced on September 3, 2015, a day we declared as National Baby Back Ribs Day.
“With this campaign, Tony Roma’s did a great job maximizing the potential of different digital marketing channels,” says Global Restaurant Awards judge Iain Donald. “For a well-established brand, they continue to tear up the restaurant marketing rule book.”
Tony Roma’s restaurants is the world’s largest casual dining concept specializing in ribs. Headquartered in Orlando, Florida, Romacorp Inc. has more than 150 restaurant locations in more than 30 countries and is one of the most globally recognizable names in the industry. The first Tony Roma’s restaurant opened more than 40 years ago in North Miami, Florida.