When you hold that baby back rib in your hand, is anything happening? Or is that little ol' pig bone just starin' right back at you? What we're askin' here is this — do you feel the love? Is there love in your hush puppies? Can you feel it in your catfish? In those collard greens? If there is no love, you're just fillin' your belly, period. But if you're connecting, if you're startin' to feel tingly all over from somethin' Southern, it can only mean one thing — you're dining at Red Hot & Blue.

Fitting Group found the real difference in this restaurant was a hefty dose of Southern hospitality — the music, the service, the look and feel of the place. The food was wonderful, but the ambiance clearly separated Red Hot & Blue from the competition. The li'l ol' ads had to nail that point of difference in an honest, engaging way.

As it turned out, the headlines were as smokin' as the look and style of the ads.

They not only knocked home the idea of Southern hospitality, but also assured future patrons they were in for authentic Southern cooking. The copy also announced the grand opening. Did the campaign work? As Red Hot & Blue will tell ya, "That dog'll hunt."