Red Robin Gourmet Burgers (Nasdaq: RRGB), struggling with two straight quarters of declining revenues, has launched a new marketing campaign aimed at making potential customers think that enjoying a burger at the chain is as much an experience as it is a meal.

“Let’s Burger,” a multi-platform campaign created by international agency KBS, introduces the idea of “burgering” as a concept that people undertake with family and friends as a sharing and bonding opportunity. It will include television ads, digital video and social media, and the Greenwood Village-based casual-dining burger chain also will partner with Onion Labs, the creative service agency that is part of the company that publishes the satirical newspaper The Onion, to launch a new website, The Onion Ring. No spending estimates were given for the campaign.

The Red Robin experience goes far beyond the burger itself,” said Jonathan Muhtar, senior vice president and chief marketing officer for the 540-restaurant chain. “It’s inviting people to let go, lean in and take their time enjoying the things that make Red Robin unique.”

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