Doesn’t everyone need more Fridays? This campaign was designed to encourage diners to become frequent diners. If one or two more meal occasions occurred in a year, T.G.I.Friday’s would achieve significant business goals. The concept was to invite diners to experience Friday’s, the lively fun atmosphere and to join a club. Membership provided values like free appetizers, desserts and other wonderful surprises. The campaign included the brand naming, identity, overall look/ feel, direct mail, in-store experience, online presentation, digital and email communications.