Canada’s "certified" casual dining chain, Jack Astor’s (Jack’s), recently debuted a new billboard that pokes fun at Toronto rapper Drake's newest album release. The chain worked with agency partner The Garden to launch an out-of-home campaign dubbed 'Certified Food Baby,' a name that clearly pays homage to Drake's newest album — 'Certified Lover Boy.'
The billboard uses elements from the original album cover, including pregnat-look emojis with the addition of Jack's newest menu items in hand. Moreover, the billboard informs viewers that the newest Jack’s at Square One “Drops Scorpio SZN,” a reference to Drake’s birthday (October 24th).
“This campaign is about tapping into a major social moment to create excitement around the launch of our new brand positioning,” said Anesie Johnson, VP Marketing at SirCorp. “This past year we have taken the time to identify and redefine the Jack’s experience and get back to the irreverent humor that made Jack’s famous. The Garden has been more of a partner for us, not a typical marketing agency, that has helped shape and define future growth by really getting to understand the brand.”
Fans can see the Certified Food Baby billboard at Toronto's Younge-Dundas Square, the now-famous site of the "billboard battle" between Drake and Kanye West.
Image Credit: The Garden, Jack Astor's