The Keg celebrates turning 50

Canada’s upscale steak chain The Keg is marking its 50th birthday with an integrated campaign that celebrates the brand as a restaurant for special moments and milestones.

The hero TV spot shows a father and daughter dining at The Keg over the decades, returning to the same table to celebrate major milestones.

“You could pick out any table at a Keg across Canada, and you would find a special occasion being celebrated or a new tradition being made,” said Jimmy duDomaine, vice-president of marketing and food services, in a release. “The Keg holds a unique place in Canadians’ lives, and we found that for many, celebrations at The Keg were a rite of passage, so we wanted to create a campaign to celebrate our 50th that captured that idea.”

The campaign by Rethink uses the tagline “Cheers to 50 More,” and is running across TV, OOH, social, digital, cinema, and in-restaurant POS.

David Brown