Bloomin? Brands? Carrabba?s Italian Grill is taking a page from Jimmy Kimmel Live's playbook by sharing a Facebook video in which the restaurant announces the return of several menu items and shares posts from fans who were disappointed when the selections were not available.  

The restaurant borrowing from a viral segment on the late night television show in which celebrities read mean tweets said about them, by showcasing social media posts from fans who were disappointed when its Mozzarella Marinara and Zucchini Fritte were taken off the menu. Carrabba?s is tapping into the popular video segment to increase awareness for the return of its products and leveraging Facebook to serve the campaign to a wide range of users. 

Followers of Carrabba?s on Facebook are being surprised with the return of a beloved product through a comedic video, which brings users closer to the brand. Some users who posted witty comments on Twitter and Facebook expressing their disappointment about the product disappearance were treated to seeing their posts being read aloud in the brand?s video. 

Carrabba?s decided to bring back the favorite items after gauging interest through social media. With such a substantial outcry for its Mozzarella Marinara and Zucchini Fritte, the restaurant chain felt it made sense to bring back the recipes. 

By tapping into an already established conversation on social platforms, the brand is able to make a lasting impression with individuals of which it matters to. The video opens by explaining that every day Carrabba?s looks into posts from customers on social media, many of which are passionate. 

Then, various team members from the restaurant chain are featured on camera reading comments from fans aloud. 

For instance, the head of marketing, Katie, is pictured on screen reading a tweet from user @massingalehail on her smartphone. The tweet reads ?yo, @Carrabba?s taking your mozzarella sticks off the menu was the biggest no in the history of nos #highlydissapointed.? 


Katie reads a tweet complaining about the product removal

Another clip featured the founder snacking on one of the returning products to announce its comeback, while the head of operations announced, ?we are bringing them back.? 

B&G Foods' Ortega taco shell brand similarly targeting local Kroger and Walmart shoppers, while valuing social media cross-promotion, in a new campaign exclusive to Facebook, Instagram and Pinterest that pairs recipes with video and GIFs (see more). 

Procter & Gamble?s Always brand also launched a mobile video campaign that calls for emoji keyboards to include more powerful icons of women rather than embracing gender stereotypes, reflecting the significant role the messaging symbols play in young consumers' lives (see more).

Mobile video is proving to be a substantial medium for brands in connecting to fans, and Carrabba's use allows it to form a stronger bond with followers.