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Legal Sea Foods is a New England staple. The restaurant is well know, predominantly in the Boston area, for its fresh fish and enjoyable dinning experience. The restaurant was in search of a way to expand its audience base beyond the fine casual dinning customer, and attract a younger more hip group.
We sought a way to connect culturally with the new audience in order to create brand affinity amongst the new demographic. Massachusetts had just become one of the more recent states to legalize marijuana. Local dispensaries were flooded with long lines and buzz around the topic. With "Legal" in the restaurant name we made the connection between Legal the restaurant and Legal weed.
The Legal Weed Fish Logo was produced into a t-shirt and sold on the restaurants website. T-shirt giveaways were held on social media and at local Massachusetts dispensaries. As Legal Sea Foods saw a huge lift in social media following amongst our target audience