The Juicy Crab – Mother’s Day National Marketing Campaign

Introduction

Mother’s Day is one of the most celebrated dining holidays, and The Juicy Crab wanted to make it memorable for families nationwide. With over 45+ locations, the brand partnered with BestPOS to launch a unified national campaign, combining special seafood promotions with a high-engagement giveaway of 5 Apple iPads. The goal was to celebrate moms while driving foot traffic, boosting online visibility, and creating a buzz across digital channels.

Challenge On Hand

Even as a recognized national brand, The Juicy Crab faced the challenge of:

• Standing out in a competitive dining season
  
• Engaging both local and national audiences with cohesive promotions
  
• Driving in-store dining for limited-time specials

The Proposal/Strategy

BestPOS designed a multi-channel Mother’s Day campaign tailored to maximize both digital engagement and in-store traffic.

Highlights of our approach:

• Special Menu Promotion: The Mother’s Day Special ($49.99) was crafted and promoted across all locations from May 4–18.
  
• High-Value Giveaway: Captured nationwide attention with a 5-iPad giveaway, boosting engagement and driving high online participation.
  
• Creative Assets: Posters, postcards, Facebook covers, and social media graphics were designed to ensure consistent branding across all locations.
  
• Social Media: Organic and boosted posts highlighted the giveaway and specials, with a strong call to action.

Developed short-form and long-form videos in both vertical and horizontal formats — optimized for social platforms, YouTube, and commercial broadcast use.

Video Production:

Two branded Mother’s Day campaign videos were produced—optimized for vertical (shorts/reels) and horizontal formats—for use across YouTube and social media campaigns.

In-Store Promotional Collateral:

Designed and distributed posters, postcards, and table displays across all stores.

Mother’s Day Giveaway Campaign:
A multi-location digital giveaway launched on May 13, 5 Apple iPads as prizes—driving major engagement on social media.

Influencer:
We Invited macro food influencers to cover our Mother’s Day Special

Credit to: @mimukbangs (1.4M Follower) - https://www.tiktok.com/@mimukbangs/video/7501067157803912479 (554.4k Views)

Credit to: @bigpapahannah (1.8M Follower) - https://www.tiktok.com/@bigpapahannah/video/7501532835094842655 (1.5M Views)

Credit to: @the_arielb (1.7M Follower) - https://www.tiktok.com/@the_arielb/video/7502821936045542686 (126.2k Views)

Results

The Mother’s Day campaign generated significant brand engagement and in-store traffic across all markets:

• Giveaway Reach: Thousands of entries nationwide for the iPad giveaway
• Engagement: Social media efforts reached 1.5 million+ users, with an additional 1 million+ reached from TV ads
• In-Store Sales Impact: Increased foot traffic during the May 4–18 promo period, with many families ordering the limited-time specials
• Customer Loyalty: Positive brand sentiment as The Juicy Crab positioned itself as a family-friendly destination for Mother’s Day celebrations
• Influencer: A total of 2.1M Views, 125k Likes, and 5500 Shares
  

Conclusion

The Juicy Crab’s Mother’s Day 2025 campaign successfully blended digital excitement with in-store experiences. By offering irresistible limited-time specials and a high-value Apple iPad giveaway, the campaign achieved strong nationwide participation, boosted revenue, and deepened customer loyalty. This case proves how thoughtful seasonal promotions can transform a holiday into both an emotional and business win.

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