Joe’s Crab Shack names new AOR


Joes Crab ShackIgnite Restaurant Group announced McCann Erickson New York as AOR for its restaurant brand Joe’s Crab Shack, with planning and buying to be handled by sister agency UM (Universal McCann). The creative and planning incumbent on the assignment was Slingshot. The buying incumbent was Southwest Media.

Leadership at Ignite sees the move as the next step in the continued development of its growing brand. The new partnership builds upon the success of previous campaigns that have positioned Joe’s as a leader in offering the highest-quality seafood in a fun atmosphere for the whole family.

The client spent $12.2 million on ads for the first nine months of 2012, according to Kantar Media.

“We believe the new partnership with McCann and UM will allow us to build upon our brand recognition by highlighting our unique menu items at Joe’s Crab Shack,” said Ignite Chief Marketing Officer Robin Ahearn. “We want to use this next phase of advertising and marketing to drive frequency with our current guests and introduce Joe’s Crab Shack to new guests across the country.”

McCann and UM’s scope of work will include account management, strategy, creative, production, and media planning and buying.

“With a team that is committed to providing an excellent customer experience and the brand’s growth, Joe’s is a great partner for our agency,” said McCann North America President Hank Summy. “We are eager to build upon Joe’s strong brand awareness with innovative creative and tactics that highlight the breadth of the Joe’s experience.”

Ignite will begin working with McCann immediately and anticipates that the global agency will influence elements beginning with its 2013 spring campaign.

Ignite’s agency review process was conducted by Pile and Company.