Legal Sea Foods is one of the strongest brand names in restaurants and we continue to be a vibrant and growing seafood eating experience. Our ongoing success is evidence of our ability to stay true to our roots as a classic, fresh, delicious and consumer focused restaurant, while staying relevant by evolving with our consumers.
The Welcome to Legal campaign was a fully integrated effort that used traditional and digital media strategies and tactics to engage and welcome a new underserved audience emerging from the growing cannabis culture in Massachusetts.
We were inspired by weed being legal and our name literally being “Legal.” It's that simple and that obvious. Once we put that together the idea just flowed from there. We love to have fun in our ads. And this connection looked to be really fun. Weed becoming legal is a big deal, yet so few brands and places openly welcome weed enthusiasts. We were happy to embrace this newly liberated demographic.
We made custom t-shirts that featured a group a fish designed together to form a marijuana leaf. We partnered with local Massachusetts dispensaries that gave us the opportunity to park our Chowda Van food truck outside dispensary locations and serve up fresh clam chowder to dispensary patrons; while wearing and distributing the t-shirts. We partnered with ImprovBoston to send comedians dressed as lobsters to the dispensaries as if they were just another customer. These strategies help bring our message to the streets and make a deeper connection with this new audience.
The campaign generated high conversion rates of ~10%, led by an advanced retargeting strategy in Paid Search that served Google search ads to an audience who had already interacted with campaign creative on YouTube and Google Display. The nature of the campaign led to a significant amount of media coverage that supported the overall objective of reach and awareness.