Canada鈥檚 certified casual dining chain, Jack Astor鈥檚 (Jack鈥檚), is piggybacking on the recent launch of rap superstar Drake鈥檚 new album to promote the Fall debut of its new restaurant experience at Mississauga鈥檚 Square One.
Working with agency partner The Garden, Jack鈥檚 has launched an out-of-home campaign at Toronto鈥檚 Yonge-Dundas Square鈥 the site of a billboard 'battle' promoting competing album releases from Drake and Kanye West. The Jack鈥檚 billboards went up this week, timed to overlap with the Drake billboards still up in the area.
The campaign creative nods to the cover art for Drake鈥檚 blockbuster new album, Certified Lover Boy, which features a series of brightly coloured pregnant women emojis. The Jack鈥檚 billboard, which is called 鈥淐ertified Food Baby,鈥 also features a series of what seems to be pregnant women emojis, except in this case their bellies are full from eating one of Jack鈥檚 all-new epic burgers and fresh-cut fries. The billboard also informs viewers that the newest Jack鈥檚 at Square One 鈥淒rops Scorpio SZN,鈥 a reference to Drake鈥檚 Oct. 24 birthday.
鈥淓veryone鈥檚 talking about the new hip-hop albums that just dropped, most notably Certified Lover Boy from our city鈥檚 very own, Drake,鈥 said Lindsay Eady, creative director from The Garden. 鈥淲e wanted to get in on the hype of the CLB drop with the announcement of the new Jack鈥檚 Square One drop, and get in on the billboard beef, with well, our own beef.鈥
鈥淭his campaign is about tapping into a major social moment to create excitement around the launch of our new brand positioning,鈥 said Anesie Johnson, VP marketing at SirCorp. 鈥淭his past year we have taken the time to identify and redefine the Jack鈥檚 experience and get back to the irreverent humour that made Jack鈥檚 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.鈥
Jack鈥檚 Square One location will be the first to feature a complete identity rebrand and restaurant redesign developed by The Garden, which was recently selected as the chain鈥檚 AOR.