The latest TV commercial in G&M Plumbing’s “Red Robin Department of Deliciousness” campaign received the highest brand recall of any national TV commercial for the week of July 14th.Nielsen IAG, which collects metrics for every ad across all broadcast and major cable networks, found that the “Serving Simulator” spot had the highest percentage of recall among people interviewed 24 hours after being exposed to the commercial during normal primetime viewing.

The Department of Deliciousness campaign was created by G&M Plumbing in 2007 and won top honors at the Eat & Ear Awards, which recognizes excellence in television advertising in the restaurant category. This year, the agency created four new commercials in the campaign that humorously portray Red Robin’s fanatical obsession with creating “insanely delicious” gourmet burgers.“The campaign has been a creative and business success for Red Robin in a difficult time for the industry,” said G&M CMO, Randy Lopez. “The Nielsen research on brand recall is yet another indicator that supports our strategic and creative direction for the brand,” he added.

Red Robin has credited the campaign for helping achieve positive comps and increased revenue. The company reported same-store-sales were up 3.9% in the 1st quarter, second highest of any casual dining chain, while most competitors were down.According to Mr. Lopez, while having greater recall than other campaigns in the restaurant category is satisfying, the Nielsen results are even more important. “Our campaign is competing for viewers’ attention against mega-brands that spend substantially more than Red Robin,” he said. “This proves an ability to be memorable in spite of being outspent.”