Joe’s Crab Shack unveiled its new brand positioning via cable and online, focusing on promoting and sharing the food, culture and lifestyle of the Gulf Coast region with the whole country. The new approach celebrates Joe’s authentic Southern roots while remaining true to its commitment to offer guests the best seafood available from the highest quality sources.
The new campaign, featuring the tagline “100% Shore,” debuted 2/12 on cable outlets and online and embodies the company’s new direction aimed at sharing the Southern seaside experience. Primarily filmed in Galveston, Texas, the communications showcase elements of the traditional Gulf Coast seafood culture on which the concept is based – seafood shacks, crabbers with their boats bringing in a fresh catch, slowed-down seaside state of mind, homemade signs and, of course, Joe’s authentic seafood offerings.
A Joe’s spokesperson tells RBR-TVBR the ads will air (they only air on cable in general) on Adult Swim, Food Network, Discovery, TBS, Cooking Channel, Comedy Central and BET.
“Joe’s was born on a trip along the Texas coast,” said Ignite Chief Marketing Officer Robin Ahearn. “We’ve expanded the concept to include a wide variety of high-quality seafood from the best sources around the U.S. and the world. The new advertising campaign and our new menu items take us back to our roots, the Southern coast’s relaxed, laid-back way of life.”
Via McCann Erickson, New York, AOR since last November, the new brand direction will incorporate all aspects of marketing and operations. Additional campaigns playing to this theme will be unveiled throughout the year.
Seasonal menu promotions will reflect Joe’s roots on the Gulf shore, including its “Third Coast” menu promotion, through May 19. Featured items include a new flavor of Joe’s favored menu item – the Spicy Citrus Steampot – served with a kick of straight-from-Louisiana Tabasco. Additional featured items include a Third Coast Platter with blackened redfish from the Gulf and Joe’s Stuffers, which are clam shells filled with a made-from-scratch scallop, shrimp and clam seafood stuffing. Featured drinks such as Southern Spiked Tea also reflect Joe’s heritage.