Joe’s Crab Shack

Getting seriously serious about seafood.

Lobster Preroll


We extended the campaign and supported the July time period with a series of online videos that revealed untold patriotic tales of lobsters throughout American history. These pre-roll ads activated an interactive experience allowing viewers to explore more episodes, learn about new menu items and tweet for a free appetizer.

Joe’s Crab Shack has always been a place to relax, but their laid-back attitude didn’t mean they were lackadaisical about their food. In fact, it was just the opposite. Joe’s crab was just as good as the high-end, “hoity-toity” restaurants. So we wanted to talk about where their seafood was sourced and the commitment their staff had to serving the freshest possible catch.

The challenge was to communicate how Joe’s delivered seriously good seafood in a way that was never too serious. After all, this was a place where you wear plastic bibs. So we created humorous backstories of their seafood as told by the slightly, overzealous staff at Joe’s. Tell me more about this project. 

Joe's Crab Shack

Broadcast, Digital, Media

Retail & Restaurant

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