Drake's Certified Lover Boy Inspires Jack Astor's Newest Ad

At the end of the day, a sizable portion of modern-day rap beefs are remembered as little more than interesting marketing moments. Take the thoroughly entertaining tiff between Drake and Kanye West, for example. Once considered cordial acquaintances, the two megastars have devolved into a fairly petty rivalry that has resulted in some cleverly placed out-of-home advertising. Kanye splashed Drake's hometown of Toronto with billboards for his latest album, Donda, which led to a bit of a billboard battle in the city's Yonge-Dundas Square, where the Canadian rapper then placed competing signs for his newest album, Certified Lover Boy. But despite the cluttered space, there was still room for just a little more beef, courtesy of Canadian casual dining chain Jack Astor's. Adding fun to the fire With help from creative agency The Garden, the restaurateur erected a billboard directly across from Drake's that lampoons the performer's latest emoji-laden album cover. Replacing the icons of pregnant women are women snacking on a plate of burgers and fries with the words "certified food baby" printed in red font across the top. “Everyone’s talking about the new hip-hop albums that just dropped, most notably Certified Lover Boy from our city’s very own, Drake,” said Lindsay Eady, The Garden's creative director, in a statement. “We wanted to get in on the hype of the CLB drop with the announcement of the new Jack’s Square One drop, and get in on the billboard beef, with well, our own beef.” The campaign signals the arrival of a new Jack's restaurant located in the Square One shopping center in Mississauga, Ontario opening this fall—or "Scorpio SZN," as the ad indicates. It'll be the first location to feature a complete identity rebrand and redesign developed by The Garden, which was recently named the brand's AOR. “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 of marketing at the restaurant's parent company, SIR Corp. “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.” CREDITS: Campaign Title: “Certified Food Baby” Client: Jack Astor’s (SIR Corp)Vice President, Marketing: Anesie JohnsonDirector of Marketing: Megan Boate Creative Agency: The Garden Chief Creative Officer: Shane Ogilvie Chief Strategy Officer: Shari WalczakCreative Director: Francheska Galloway-DavisCreative Director: Lindsay EadyArt Director: Mriga SuchdevaCopywriter: Nuala MurrayStrategy Director: Jenn MunozIllustrator: Matthew Den BoerBusiness Lead: Sam SabatiniProject Lead: Julia ZammitStudio Director: Jamie Morren Media Agency: Cairns OneilManaging Director: Tim HughesCommunications Manager: Trish Irwin OOH Agency: Branded CitiesSenior Account Executive: Natalie Riznek State Farm Unveils Mystery Cameos in First-Ever Super Bowl Ad: Drake and Paul Rudd

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A Restaurant Kicks Off a Rebrand by Inserting Itself in Drake and Kanye's Billboard Beef

'Certified Food Baby,' coming to Toronto 'Scorpio SZN '21'

Shannon Miller

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Shannon Miller