Red Lobster is kicking off the holiday season with The Red Lobsttery, the brand’s first campaign created with its new cultural agency partner, VIRTUE Worldwide. At a time when eighty-two percent of Americans say they are cutting back on essentials to afford holiday gifts, Red Lobster wanted to bring some joy, generosity, and a little bit of well-deserved “shellfish” fun to the season.
The launch of The Red Lobsttery comes at a critical moment for the brand. Red Lobster entered 2025 with new leadership, improved operations and renewed guest enthusiasm. The campaign celebrates that momentum and, most importantly, the guests who have continued to show up for the brand.
The campaign centers on a retro, game-show-inspired film that introduces guests to The Red Lobsttery and highlights how they can win big heading into the new year. Anyone who purchases a twenty-five-dollar Red Lobster gift card online or in a restaurant between November 24 and December 31 will receive a five-dollar bonus coupon that doubles as a Lobsttery ticket.
Each ticket features an eight-digit code that can be entered for a chance to win a twenty-five-thousand-dollar grand prize. Additional winners will receive a fifty-dollar Red Lobster gift card. Guests can collect up to twenty tickets during the promotion period, giving them up to twenty chances to win. Watch below:
Kerry Tucker, Co-President of VIRTUE Worldwide, said, “Red Lobster has always been a place where people come together and this campaign brings that spirit into the holiday season. With The Red Lobsttery, we wanted to create something that reflects the cultural energy surrounding the brand right now. We are excited to continue this celebration with Red Lobster as they move confidently into their next chapter.”
The Red Lobsttery campaign will run through December 31st across digital, paid, and organic social and in-restaurant materials. This is VIRTUE’s first work for Red Lobster since being named the brand’s cultural agency in June 2025.
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