Case Study: TGI Fridays Reclaims Cultural Relevancy with RF|Binder

TGI Fridays drives 12 billion media impressions with RF|Binder

TGI Fridays, a leader in the casual dining space, partnered with the agency RF|Binder to address the challenge of driving relevancy for the legacy brand with both consumers and the business community. The goal was to reclaim its position within the cultural zeitgeist and reestablish its industry leadership.

RF|Binder implemented a two-pronged communications strategy. This involved consumer-focused activations like celebrity partnerships and themed bundles, alongside a corporate strategy that highlighted financial performance and expert commentary from the CEO. The solution successfully generated over 12 billion media impressions, told the brand's growth story, and led to measurable business results such as a sales spike on UberEats from a new offering.

TGI Fridays