Red Lobster Serves Holiday Joy and Shellfish Shenanigans with Retro Game-Show Gifting

Red Lobster has made a joyful return this holiday season, with ‘The Red Lobsttery’, its first campaign with creative partner VIRTUE Worldwide.

Amid a holiday season where 82% of Americans are cutting back on essentials to afford gifts, Red Lobster wanted to offer something refreshing: a gesture that celebrates their guests and adds some excitement to holiday gifting, while still enjoying something a little “shellfish” for themselves. This notion is shown through a fun, game-show-inspired spot with a retro feel. The host shares how consumers have a chance to win big heading into the new year.

When someone purchases a $25 gift card on RedLobster.com or in-restaurant during the promotion window (24/11 to 31/12), they’ll receive a five-dollar bonus coupon that doubles as their Lobsttery “ticket.” Each ticket includes an eight-digit code that can be entered for a chance to win the $25,000 grand prize, with additional winners receiving $50 Red Lobster gift cards. Guests can collect up to 20 tickets during the promotion, which gives them up to 20 chances to win.

“Red Lobster has always been a place where people come together, and this campaign brings that spirit into the holiday season," said Kerry Tucker, co-president at VIRTUE Worldwide."With The Red Lobsttery, we wanted to create something that reflects the cultural energy surrounding the brand right now. We can’t wait to continue this celebration alongside Red Lobster as they step confidently into their next chapter.”

Red Lobster entered 2025 with new leadership, operational improvements and renewed fan enthusiasm. The first-ever Red Lobsttery is a celebration of the brand’s progress and most importantly, the guests themselves.

The campaign spans digital, paid and organic social and in-restaurant materials and runs through December 31st. This marks VIRTUE’s first work for Red Lobster since being appointed as the brand’s retainer cultural agency in June 2025.