Jack's
certified
Food Baby
THE BRIEF
Getting in on the
Drake v. Kanye billboard beef
The Problem to Solve
Thanks to “Hot Vax Summer,” late 2021 saw a great return to restaurants, and Jack’s timed the opening of their all-new, fully-revamped Square One location accordingly. While Jack’s Square One was a familiar favourite, it lacked the social clout to compete with the trendy indie bars and pop-up spots dominating top-10 lists and IG timelines during the post-lockdown dining boom. If we were going to grab the attention of a new generation of diners in the GTA, we needed to earn Jack’s some cred.
Our Solution
At the same time Jack’s was set to re-open, Gen Z was preoccupied by a couple of other iconic names: Drake and Kanye. Drake took over Dundas Square with billboards for his latest album drop, Certified Lover Boy. Then Ye (being Ye) swooped in and hijacked Drizzy’s hometown with boards for his own competing release, Donda. Tapping into a cultural moment, we took our opportunity to get Jack’s in on the beef. Moving quickly, we meme’d Drake’s iconic Certified Lover Boy album cover in real time. We concepted, pitched and executed the creative in record time, working with media partners to get our boards up before we missed out on running alongside Drake’s media buy.
The Results
Swiftly jumping into this trending convo yielded 21.4 million eyeballs for the Jack Astor’s brand, just as their restaurants started broadly reopening. AdWeek took notice of the billboard battle, which further expanded the campaign’s reach.
