Everyone loves OLD BAY. Especially me. The ads we created for the iconic seafood seasoning have won four National Addys in the last three years. And a slew of regional and local awards. Here’s a look at some of my favorites.
The “Excite Your Seafood” campaign ran up and down the East Coast, targeting seafood lovers with digital banners, outdoor, a landing page — and a really cool food truck.
OLD BAY was born in Baltimore in 1939. To celebrate the brand’s 75th anniversary, we created television/online video, outdoor, an airport takeover, newspaper, and digital components. The theme we created, “The can that connects us,” spoke to those in Baltimore and beyond with a fierce love for the seasoning.
Thurgood Marshall BWI Airport takeover
Newspaper ad featuring original (fake) articles underneath a pile of Maryland steamed crabs
Online “mosaic” allowed users to upload their photos, becoming part of OLD BAY history
Our very first campaign for OLD BAY reconnected the brand with its hometown of Baltimore. If you loved OLD BAY, you were a Baytriot.
Ocean City, Maryland
Baytriotism microsite allowed users to become Certified Baytriots…
…and also listen to the English language spoken in true Bawlmerese.
Downtown Baltimore garage