Independent restaurants are scheduled to get some love during the biggest advertising time slot of the year: the Super Bowl
The Independent Restaurant Coalition, Cointreau, Uber Eats and DoorDash are preparing splashy shows of support for pandemic-battered local restaurants
Americans will gather around their TVs on Sunday to watch a football game that, for many, is more about the commercials. This year, several of those ads will focus on the plight of independent restaurants across the country that have been struggling for survival through the pandemic.
The Independent Restaurant Coalition, for example, has teamed up with the liquor-brand Cointreau for a game-day campaign called “Love Letter,” encouraging consumers to support their favorite local restaurants and bars.
“We’re taking this opportunity to amplify [restaurateurs] voices during one of the biggest moments of the year with our emotionally-charged ‘Love Letter,’ an authentic testament to the industry we love and are committed to see thrive again,” said Ian McLernon, president and CEO at Rémy Cointreau Americas.
Starring real Minneapolis restaurant staff, including chef/owner Ann Kim, chef Justin Sutherland, host Pilar Garcia, server Mary Garrity and bartender Adam Gorski, the ad is a “love letter” to the ones who typically prepare and serve food during big events like the Super Bowl.
After telling the story of several restaurant owners and workers who have been impacted by the pandemic, the ad asks viewers to write a letter to their favorite restaurant or bar.