Outback Steakhouse launched a new national broadcast advertising campaign on Wednesday that coincides with the promotion of a limited-time offer of steak and unlimited shrimp for $14.99.

The new “No Rules, Just Right” campaign continues Outback’s ongoing emphasis on food quality and value, along with an effort to “put Outback back in the Outback” by focusing on the “no worries” attitude of Australia.

The first in a series of commercials that launched this week highlights the steak and unlimited shrimp offer with the voice over, “In the Outback, we don’t tell you how many shrimp you get. You tell us how much you want.” The commercials were developed by ad agency Deutsch NY.

The dish includes a sirloin steak or Victoria’s Filet served with as much scampi, Buffalo or fried shrimp as the guest wants. The offer is also available with the grilled Chicken on the Barbie entrée.

“This is who we are, and it’s the foundation for our culture — we’ll break the rules to do what it takes to make sure we deliver a dining experience that’s just right each and every time,” said Mike Kappitt, Outback’s chief marketing officer, in a statement.

The 979-unit Outback chain is operated by Tampa-based Bloomin’ Brands Inc., which is also parent to the Carrabba’s Italian Grill, Bonefish Grill and Fleming’s Prime Steakhouse and Wine Bar chains.

For the company’s June 30-ended second quarter, Outback recorded a 2.8 percent increase in same-store sales, which company officials attributed in part to menu and marketing innovation efforts.

Outback has also been rolling out lunch — a new daypart for the steakhouse chain — in select markets. At the end of the second quarter, about 25 percent of Outback locations offered weekday lunch, and weekend lunch had been rolled out systemwide in 2012.

The chain is also remodeling restaurants with a more contemporary modern Australia theme that moves the brand away from what some critics have called “Crocodile Dundee kitsch.” Company officials said the chain is on track to complete 80 remodels this year.

Contact Lisa Jennings at lisa.jennings@penton.com.
Follow her on Twitter: @livetodineout