{"id":758649,"date":"2025-08-02T06:20:18","date_gmt":"2025-08-02T06:20:18","guid":{"rendered":"https:\/\/www.beirut.com\/?p=758649"},"modified":"2025-08-04T09:17:49","modified_gmt":"2025-08-04T09:17:49","slug":"love-it-or-dont-get-it-roadsters-summer-campaign-has-everyone-divided","status":"publish","type":"post","link":"https:\/\/www.beirut.com\/en\/758649\/love-it-or-dont-get-it-roadsters-summer-campaign-has-everyone-divided\/","title":{"rendered":"Love It&#8230;or Don\u2019t Get It: Roadster\u2019s Summer Campaign Has Everyone Divided"},"content":{"rendered":" <p>Roadster&#8217;s most recent summer campaign has all the self-proclaimed and credentialed marketing experts talking. In case you&#8217;ve missed the billboards, the social media buzz, and the wide range of reactions, here\u2019s a closer look at what makes this campaign one of the summer\u2019s standout efforts.<\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7524672834287930632\" autoload><\/lite-tiktok>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-we-deserve-summer-what-s-this-campaign-about\"><em>WE DESERVE SUMMER<\/em>: What&#8217;s This Campaign About?<\/h3>    <p><\/p>    <p><em>WE DESERVE SUMMER<\/em> marks Roadster\u2019s bold return to the vibrant, carefree spirit of summer after a challenging year in Lebanon. The campaign features well-known Lebanese personalities Wael Arakji and Yara Bou Monsef and spans billboards, social media, and in-branch experiences. <\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DMXLiqLN0rm\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>Alongside launching seven new summer menu items, Roadster has revamped its restaurant decor and staff uniforms to reflect the season\u2019s energy.<\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/p\/DL9j0NzMSck\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-why-don-t-people-like-it\">Why Don&#8217;t People Like It?<\/h3>    <p><\/p>    <p>The feedback the staple diner received was that some people <em>just didn&#8217;t get it<\/em>. Some users called the campaign &#8220;appetite-killing&#8221;, criticizing Roadster for using celebrity faces with no real storytelling. <\/p>    <p><\/p>    <figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"883\" height=\"1024\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-883x1024.png\" alt=\"\" class=\"wp-image-758650\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-883x1024.png 883w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-517x600.png 517w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-216x250.png 216w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-768x891.png 768w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-600x696.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM.png 1100w\" sizes=\"auto, (max-width: 883px) 100vw, 883px\" \/><\/figure>    <p><\/p>    <p>Marketing professionals also raised an eyebrow at the campaign\u2019s direction, noting that a food brand\u2019s story should ideally center around the food itself. With its heavy focus on summer visuals, from surfboards to pool shots and celebrity cameos, many were left wondering: <em>Where are the burgers?<\/em><\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7532082029664505102\" autoload><\/lite-tiktok>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-but-let-s-be-real-for-a-second\">But Let&#8217;s Be Real For A Second<\/h3>    <p><\/p>    <p>Will Lebanese people ever wonder what Roadster is selling? This spot has been around for 27 years (and counting), serving up comfort bites we&#8217;ve all known and loved since 1998.<\/p>    <p><\/p>    <p>The never-disappoints, part-of-everyone\u2019s-childhood type of spot, Roadster has earned the kind of loyalty most brands dream of. It\u2019s where you went after school, on first dates, for late-night cravings, or on those indecisive days when you didn\u2019t know where you wanted to eat, but somehow ended up in their booth, ordering your go-to comfort meal.<\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DMX8UkqsPIo\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>People forgot that Roadster doesn\u2019t <em>need<\/em> to win you over with food. We already know their food is good. It\u2019s the one place we\u2019ll always come back to. With this campaign, they\u2019re simply reminding their loyal customers: <em>you\u2019re making memories this much-needed summer, and as always, we want to be part of it.<\/em><\/p>    <p><\/p>    <p>Even when the visuals lean more poolside than plate-side, the brand equity runs deep. People might critique the campaign, question the creative direction, or debate the relevance, but they\u2019re still talking about it. <\/p>    <p><\/p>    <p>At least now you&#8217;re curious enough to actually go see what their summer menu is all about.<\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-final-thoughts\">Final Thoughts<\/h3>    <p><\/p>    <p>The campaign is a reminder that strong brands don\u2019t always need to follow the traditional playbook. Roadster continues to challenge competitors because it creates real connections with its audience. <\/p>    <p><\/p>    <p>They don\u2019t just want to make you hungry for their food. They want you to always have their brand in the back of your mind, associated with good times, comfort, and memories.<\/p>    <p><\/p>    <p>This deeper connection is what keeps people coming back, summer after summer, campaign after campaign. It\u2019s not just about the burgers; it\u2019s about belonging. <\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DL6-LD-sN_n\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>From a marketing perspective, Roadster delivered. With a simple campaign with very clear messaging, you don&#8217;t need to do mental gymnastics to appreciate the message.<\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <p class=\"has-pale-ocean-gradient-background has-background\" style=\"font-size:17px\"><strong>Did you enjoy this review? 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In case you&#8217;ve missed the billboards, the social media buzz, and the wide range of reactions, here\u2019s a closer look at what makes this campaign one of the summer\u2019s standout efforts. WE DESERVE SUMMER: What&#8217;s This Campaign About? WE DESERVE SUMMER [&hellip;]<\/p>\n","protected":false},"author":113,"featured_media":758659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_preview_accessed":0,"footnotes":""},"tags":[2213,2072,1099],"media-embed-type":[],"class_list":["post-758649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-beirutreviews","tag-opinion","tag-supportlocal"],"authorship":[17],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Love It...or Don\u2019t Get It: Roadster\u2019s Summer Campaign Has Everyone Divided &#187; Beirut.com<\/title>\n<meta name=\"description\" content=\"Roadster&#039;s most recent summer campaign has all the self-proclaimed and credentialed marketing experts talking. 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