About Face

OBJECTIVE: Orlando, Florida-based Darden Restaurants is the parent of several nationally respected fast casual and casual dining brands. However, the company was victimized by its own success. When faced with a US shortage of restaurant workers, it wanted to create a recruiting campaign. Unfortunately, with its limited share of voice in the industry being taken by its microbrands, they needed to increase their own reach and grow their chief brand.

OVERVIEW: As part of the Ketchum national team that represented Darden, Shawn Paul Wood (Woodworks Communications founder) would suggest an idea that would become a public image and US recruitment campaign used across all Darden brands—”The Faces of Darden.” This video campaign would harness the strength of user-generated content and brand journalism featuring employees at every level, from every restaurant sharing their story.

OUTPUT: Wood worked with local store marketers to create the template interview that would spark and develop the storytelling element of these “guerilla marketing” videos. Additionally, cursory media training went into play with the individuals selected for the interviews. Over a two-year span, national recruitment to hire spike 62% and this is a campaign Darden proudly operates years later.