Bafflingly, they are launching this appeal with ads directed by Eastbound & Down writer/director Jody Hill, placed on male-oriented TV programming, that... make fun of older women's bodies?
The campaign, by Fitzgerald & Co., introduces two goofy owl finger puppets that do the "angel/devil" dichotomy of human nature thing.
I'm still not seeing the appeal to women. Perhaps that's another part of the strategy, the one where they're adding about 30 new salads to the menu. Although, as Eater pointed out: "Maybe all those ladies out there who really like salads and also looking at boobs while eating salads will be into them?"
Here's a totally unnecessary behind-the-scenes vid: