Many people are unable to get past the generally negative perception that pop culture has painted of the restaurant. Instead of shying away from that, the campaign aims to turn it on its head and use it as a benefit.
Results
The campaign takes ownership of the reputation of Hooters and establishes the chain as a fun restaurant that appreciates a good joke. The ads use clever copy as a double entendre to highlight both reasons one should go to Hooters. After all, everyone knows Hooters is the place to go for good food.
