Joe's Crab Shack's campaign finds its voice

02/15/2013 | SmartBrief/SmartBlog on Food & Beverage

The menu at Joe's Crab Shack has been changing for several years, and the new "100% Shore" campaign from McCann Erickson reflects the true voice of the brand, says CMO Robin Ahearn. "When we go out and get food inspiration, we never go to a casual dining competitor. We go to the lobster shack in Cape Elizabeth or the place in Charleston that’s down the dirt road, where they serve bug spray with the tray of oysters."

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