CRABBY JOE'S
"OPEN FOR A GOOD TIME"
THE BRIEF
If you grew up in Ontario in the ‘90s, you remember Crabby Joe’s. Their mascot was a surly fellow with a permanent scowl and crossed arms, and the signage had a grumpy, caustic sense of humour. In 2022, the restaurant chain rebranded to better meet our current moment, and they asked Minifridge Media to come up with a commercial that announced their new look and feel.
THE Videos
We still wanted to highlight the ‘good food, good fun’ part of their image, while getting rid of the ‘bad temper.’ So we created this 30-second spot about the ‘fundamentals of a good night out’: a warm atmosphere, killer recipes, and big-screen TVs.
Social Media Versions
In addition to the :30, we created two :15 cutdowns that each focused on a core theme of the main spot: Food and Sports.
