Problem to Solve

Thanks to “Hot Vax Summer,” late 2021 saw a return to dining out– and Canadian restaurant chain, Jack Astor's timed their rebrand accordingly. Square One, Jack’s flagship location was completely reimagined to attract younger diners but it lacked the social clout to compete with trendy indie bars and pop-ups.

If we were going to grab Gen Z’s attention, we needed to earn Jack’s some cred.

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Solution

In the same season that the new Jack’s was set to open (Fall 2021), Gen Z was preoccupied with the Drake and Kanye album wars. Kanye splashed Toronto, Drake’s hometown with billboards for his latest album, "Donda", which led to a billboard battle in the city’s Yonge-Dundas Square, where the Canadian rapper then placed competing signs for his newest album, "Certified Lover Boy".

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Tapping into this cultural moment and the hype around it, we made the swift decision to get Jack’s in on the beef to promote our own “drop” by creating a meme of Drake’s iconic "Certified Lover Boy" album cover. Speaking Gen Z’s language and adding ourselves into a trending convo–we got young T.O. diners as hyped for the all-new Jack’s at Square One as they were for two of the hottest album drops of the SZN.

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