Red Lobster39s WoodGrilled Lobster Shrimp and Salmon

Red Lobster's Wood-Grilled Lobster, Shrimp and Salmon

Red Lobster reverts to lobster roots in rebrand

The chain reemphasizes its seafood roots with its first big move under its new owners.

Red Lobster is going back to what made it popular in the first place – lobster -- in a bid to reinvigorate its brand. The move, its first major change since Darden sold the brand to the private equity group Golden Gate Capital for $2.1 billion in July, is supported by a national TV ad campaign created by its agency Publicis Kaplan Thaler.

“We want first and foremost to stand for great seafood,” said Salli Setta, president of Red Lobster. “We have to make

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