Jack Astor's Debuts 'Certified Food Baby' Ad Paying Homage to Drake
Grace Mahas — September 24, 2021 — Marketing
References: the.garden
Canada’s "certified" casual dining chain, Jack Astor’s (Jack’s), recently debuted a new billboard that pokes fun at Toronto rapper Drake's newest album release. The chain worked with agency partner The Garden to launch an out-of-home campaign dubbed 'Certified Food Baby,' a name that clearly pays homage to Drake's newest album — 'Certified Lover Boy.'
The billboard uses elements from the original album cover, including pregnat-look emojis with the addition of Jack's newest menu items in hand. Moreover, the billboard informs viewers that the newest Jack’s at Square One “Drops Scorpio SZN,” a reference to Drake’s birthday (October 24th).
“This campaign is about tapping into a major social moment to create excitement around the launch of our new brand positioning,” said Anesie Johnson, VP Marketing at SirCorp. “This past year we have taken the time to identify and redefine the Jack’s experience and get back to the irreverent humor that made Jack’s famous. The Garden has been more of a partner for us, not a typical marketing agency, that has helped shape and define future growth by really getting to understand the brand.”
Fans can see the Certified Food Baby billboard at Toronto's Younge-Dundas Square, the now-famous site of the "billboard battle" between Drake and Kanye West.
Image Credit: The Garden, Jack Astor's
The billboard uses elements from the original album cover, including pregnat-look emojis with the addition of Jack's newest menu items in hand. Moreover, the billboard informs viewers that the newest Jack’s at Square One “Drops Scorpio SZN,” a reference to Drake’s birthday (October 24th).
“This campaign is about tapping into a major social moment to create excitement around the launch of our new brand positioning,” said Anesie Johnson, VP Marketing at SirCorp. “This past year we have taken the time to identify and redefine the Jack’s experience and get back to the irreverent humor that made Jack’s famous. The Garden has been more of a partner for us, not a typical marketing agency, that has helped shape and define future growth by really getting to understand the brand.”
Fans can see the Certified Food Baby billboard at Toronto's Younge-Dundas Square, the now-famous site of the "billboard battle" between Drake and Kanye West.
Image Credit: The Garden, Jack Astor's
Trend Themes
1. Rapper-themed Food Ads - The trend of using rapper-themed food ads in out-of-home campaigns will continue to grow as brands tap into major social moments to create excitement and relevance among their target audience.
2. Brand Positioning - The trend of using irreverent humor to redefine brand positioning and re-engage with audiences will continue to be a popular strategy for businesses looking to differentiate themselves in competitive markets.
3. Social Media Moment Marketing - The trend of capitalizing on social media moments through creative marketing campaigns will continue to be a disruptive innovation opportunity for companies looking to create buzz and engage with their audience in meaningful ways.
Industry Implications
1. Casual Dining - The casual dining industry will continue to use creative and irreverent marketing campaigns to differentiate their brands and engage with consumers in an increasingly competitive market.
2. Out-of-home Advertising - The out-of-home advertising industry will continue to evolve and embrace new trends, such as using rapper-themed food ads, to create buzz and drive engagement among target audiences.
3. Marketing Agency - Marketing agencies that position themselves as partners to their clients and are able to understand the brand and target audience on a deeper level will be able to help shape and define future growth opportunities for the brands they work with.
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