Joes Crab Shack Third Coast platter

New Joe’s Crab Shack campaign touts Gulf Coast heritage

Joe's new ad campaign features the tagline “100% Shore” and focuses on traditional seafood shacks, crabbers, catches and down-home signage.

Joe’s Crab Shack is steering a new course with an updated brand positioning that focuses on the food, culture and lifestyle of the Gulf Coast region.

The 130-unit casual-dining division of Houston-based Ignite Restaurant Group Inc. this month debuted new menu items and an advertising push that magnifies its new “Third Coast” positioning.

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