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THE PROBLEM
In the week of the September 11th terrorist attacks, the National Restaurant Association retained S&H to develop a national image advertising campaign designed to showcase the important role restaurants play in both America's culture and economy.
THE CONTEXT
In the Fall of 2001, the restaurant industry was broad-sided by months of significantly decreased patronage.
THE SOLUTION
"When we launched the Cornerstone Initiative Public Relations Campaign, it was well-received by our industry and the millions of Americans who continued to help turn the tables at our nation's 858,000 restaurants during one of the most challenging periods in
our country.
We now are building upon that momentum and energy, amplifying our messages to advance the Association's pro-employee/pro-employer public policy agenda and
inspire and unify the industry's 11.6 million employees about the endless opportunities available to them."
--Steven C. Anderson,
President and CEO
National Restaurant Association |
The NRA, via Smith & Harroff, launched a two-phase advertising campaign as part of the industry's broader "Cornerstone Initiative" public relations program. Phase one essentially became the restaurant industry's public response to the September 11th terrorist attacks and the related dramatic drop-off in dining out. Phase one, under the "Turning the Tables" tag, dramatized the central role restaurants play in both America's economy and way of life. The campaign positioned dining out as a simple way Americans could reassert a sense of community and "fight back."
In the summer of 2002, the National Restaurant Association (NRA) launched phase two of the "Cornerstone Initiative" with an ad campaign under the "serving more meals" tagline.
The print and radio campaign features individuals from the industry who represent how restaurants are the cornerstone of the economy, careers and community. The first ad -- launched in Washington, DC policymaker publications -- features NRA Chairman Xavier Teixido, owner of Harry's Savoy Grill in Wilmington, Delaware.
THE RESULTS
The "Turning the Tables" phase one campaign was applauded from within the industry and without as a timely, sensitive public response to a national tragedy. The campaign was profiled in the Wall Street Journal and other national media outlets.
While the phase two "Serving More than Meals" effort launched only recently, support from the restaurant industry is exceptionally strong, particularly in the wake of the success of the phase one effort. September 11th galvanized restaurant industry - like so many groups of Americans - and strengthened its commitment to tell its overwhelmingly positive story to policymakers and opinion leaders.
 
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