Case Study: Crabby Joe’s




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.

CJ Website Photo__Option 3-min
CJ Website Photo__Option 4-min
CJ Website Photo__Option 1-min

Client /

Crabby Joe's

Deliverables /

1 x 30 Second Spots

2 x 15 Second Spots

Social Media Versions

Services /

Creative, Production & Post

Agency /

Minifridge Media

Production Company /

Minifridge Media

Director /

Andrew Osborne


Mariana Rossi

Andrew Osborne

Actors /

Ethan Mitchell

Gabriella Joyette

Amelia Schaffer

Background /

Joe Cheng

Rick Bray

Justin Stanberry

Anthony Ramsay

Brittany Ciolko

Yee Ling Wong

Beata Blaszkiewicz

Adriana Molinares

Gajen Anandarajan

Lydia Greenly

Casting Director /

Molly Knight

Assistant Director /

Brendon Cabral

Director of Photography /

Jack Yan Chen

1st AC /

Dylan M Young

Grip /

Bojan Nedic

Gaffer /

Artur Vetstein

Swing /

Christian Petrozza

Food Stylist /

Andrew Bullis

Make-up & Hair /

Su-Jin Lee

Driver /

Zak Risto

Editor /

Andrew Osborne

Assistant Editor /

Mariana Rossi

Colourist / 

Erik Bayley, Nice Shoes

Year /