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Pitch's Bonefish Grill Rebrand is Full of Flavour, 2 years, 8 months ago

Brand re-launch is Bonefish Grill’s first in more than 14 years

Pitch's Bonefish Grill Rebrand is Full of Flavour

The fresh fish experts at Bonefish Grill are reinventing themselves with the launch of “Incredible Served Daily,” a new tagline and marketing campaign focused on the company’s mission to be incredible at everything they do – every single day. The campaign was created by the Los Angeles advertising agency Pitch, which was named creative agency of record for Bonefish Grill last September. The brand re-launch is Bonefish Grill’s first in more than 14 years. Check out the spots here.

“This is an ambitious, creative campaign that captures Bonefish Grill’s real craft, care and variety in the kitchen and behind the bar,” said Rachel Spiegelman, President of Pitch. “The campaign embraces ‘incredible’ not only in the brand’s overall feel but incredible in the detail and complexity of the food and drink Bonefish offers..”

“Incredible Served Daily highlights how Bonefish Grill is striving to be incredible every moment we have with our guests,” said Stephen Judge, president of Bonefish Grill.

The first piece of the new initiative focuses on Bonefish Grill’s IN + ON Bar Bites Menu, which is creating a whole new bar experience for diners; multiple mouth-watering, small plates at a great value from On the Bun Sliders served Dim-Sum style in a bamboo steamer with choice of Chipotle Shrimp or BBQ Pork to On the Stack Tostadas featuring crispy wonton layers and choice of Ahi Tuna Tartare or Chipotle Shrimp.

Creative Agency

Account Director: Rebecca Rothstein

Account Manager: Michelle Finelli

Art Director: Bryan Evans

Chief Creative Officer: Xanthe Wells

Chief Strategy Officer: Sara Bamossy

Copywriter: (Senior) Andrew Ciaccio

Executive Creative Director: Gage Clegg

Head of TV / Production: Ivana Bahn

President: Rachel Spiegelman

Strategist: Sara Cobaugh

Digital Production Company

Senior Producer: Laura Keseric


Edit Assistant: Gary Burns

Edit Company: Bicep

Editor: Nate Connella

Producer: Esther Gonzalez

Post Production / VFX

Colourist: Terry Politis

Category: Restaurants , Retail and restaurants

Genre: Digital