Local Consumer PR

The Challenge: Turn a National Food Holiday into a Localized Buzz Moment

Angry Crab Shack set its sights on National Crab Meat Day as an opportunity to bring fresh energy to two of its Atlanta-area locations, Acworth and Atlantic Station. The challenge was to take a holiday most consumers had never heard of and turn it into a genuine reason to visit, all while continuing to build Angry Crab Shack’s reputation as one of the leading franchise concepts in the space. Fishman PR needed a strategy that would feel authentically local, generate real buzz on the ground, and reinforce the brand’s growth story to an audience watching from the outside.

The Solution: A Targeted Media Campaign and Influencer Activation Timed to the Holiday

Fishman PR built its strategy around the calendar moment itself, using National Crab Meat Day as the hook to secure a dedicated broadcast feature and activate a wave of local influencer support. The team landed a segment on WANF-TV Atlanta’s “Foodie in the 404,” putting Angry Crab Shack directly in front of local viewers right as the holiday hit.

On the ground, the team enlisted a roster of Atlanta-based food influencers to visit the Acworth and Atlantic Station locations around the holiday, sharing real, in-the-moment content with their local followings. The approach paired the credibility of traditional media with the authenticity of influencer voices, giving Angry Crab Shack a presence that felt both newsworthy and genuinely local.

The Outcome: A Niche Holiday Turned into Outsized Local Impact

The National Crab Meat Day campaign was a strong win for the brand’s Atlanta-area presence. The WANF-TV segment brought Angry Crab Shack into local living rooms with a dedicated feature that highlighted the brand’s playful, made-to-order concept. Locally, the influencer activation generated a strong wave of authentic content across Acworth and Atlantic Station, helping turn a lesser-known holiday into a genuine moment for the brand.

Altogether, the campaign combined earned media credibility with grassroots local buzz, driving well over 1.5 million in total reach across broadcast and influencer channels. In return, a niche occasion, paired with the right regional strategy, became a meaningful driver of community connection and establishing local visibility for Angry Crab Shack