As a privately-owned, relatively-small restaurant group, Legal Sea Foods has a limited marketing budget. Our challenge has been to develop creative that is inexpensive from a production standpoint but that breaks through and gets noticed even on a small media budget.
For Legal Sea Foods, we like to make sure that the creative not only breaks through on its own, but that it creates a bit of a media stir so we can maximize exposure through added PR coverage, social, etc. (earned media).
The idea is to use humor, sometimes a little bit edgy, in a good-natured way, to not only breakthrough in our owned media, but to also get people talking about the campaign.