The Juicy Crab – Mother’s Day National Marketing Campaign
Introduction
The Juicy Crab, a nationally recognized seafood brand with 45+ locations nationwide, partnered with Best POS Restaurant Marketing Agency to deliver a cohesive and engaging Father’s Day 2025 campaign that celebrated families across the U.S.
Our goal was to raise awareness of The Juicy Crab’s Father’s Day offerings, drive in-store traffic during the promotional period, and deliver a multi-channel marketing approach that strengthened customer engagement while unifying brand messaging across all platforms.
Challenge On Hand
Despite strong brand recognition, The Juicy Crab faced a highly competitive Father’s Day period, with many restaurants running promotions. To ensure the brand stood out and became the top choice, The Juicy Crab needed to:
-
Raise awareness by localizing national messaging across 45+ locations
-
Produce share-worthy content for both paid and organic channels to promote the Father’s Day campaign
-
Drive real in-store traffic over a two-week campaign period instead of just one day
-
Strengthen brand loyalty through multi-touch digital outreach
The Proposal/Strategy
Best POS designed and executed a fully integrated multi-channel campaign tailored to national reach with local impact.
Key Components:
- Branded Commercial Production
Developed short-form and long-form videos in both vertical and horizontal formats — optimized for social platforms, YouTube, and commercial broadcast use.
- Multi-Platform Paid Media
Strategically timed digital ads were deployed across social media, video, and search platforms, targeting audiences near The Juicy Crab locations to maximize in-store traffic and campaign engagement.
- Influencer Collaboration
- 407.6k views
Partnered with high-reach content creators in the food & lifestyle space to drive organic buzz and user engagement.
@chefmilliemill (1.2M TikTok followers) - https://www.tiktok.com/@chefmilliemill/video/7518137041503145271
16.4k views
- Email Marketing
Timely and visually engaging email blasts to promote offers and events, with exceptional delivery and open rates.
- In-Store Marketing
Designed and distributed Father’s Day-themed collateral including posters, postcards, and table displays across all participating stores.
- Giveaway Campaign
A digital sweepstakes designed to engage customers and build excitement around Father’s Day promotions.
Results
The campaign produced measurable impact across key marketing goals:
- Nationwide Reach: Reached over 2 million users through a mix of influencer content and targeted digital ads.
- Influencer Engagement: TikTok influencer videos generated nearly 1 million combined views, driving significant organic buzz and social proof.
- Nationwide Reach: Campaign content reached millions of potential diners through influencer partnerships and targeted media.
- Strong Engagement: Hundreds of shares and thousands of likes and video views across social platforms.
- Email Performance: High open rates and strong engagement across customer segments.
- Brand Consistency: Unified visual identity across digital platforms and in store.
- Store Traffic: Increased foot traffic across all 45+ locations during the two-week Father’s Day campaign period.
- Customer Excitement: High participation in the giveaway helped create buzz and extend the campaign’s lifespan.
Conclusion
The Juicy Crab’s Father’s Day campaign proved that with the right campaign and promotional strategy, national campaigns can drive both brand impact and local results.
Best POS combined creative content, digital targeting, influencer amplification, and email engagement to execute a seamless campaign across 45+ stores — setting the bar for future seasonal promotions.
Interested In Reaching Your Local Community And Creating Buzz For Your Restaurant?
Omar's mission is to empower restaurant owners to thrive in the competitive landscape by harnessing the power of digital marketing.
