Zatarain’s is a national rice and spice brand rooted in the fun and flavor of New Orleans. In addition to a national marketing presence, the brand connects with locals to celebrate the unique rituals that surround their beloved cuisine.

In 2015, Zatarain’s decided to celebrate crawfish season in a big way. Cultural Insights told us that, when it comes to food rituals, intimate details that only an insider knows are critical to maintaining authenticity. Crawfish boils and their preparation happen at a very specific time at very specific places. We sought to dominate those spaces with messages that matched our most ardent fans’ enthusiasm. To do this we created “Crawfish Corridors”: outdoor spaces that were most relevant to preparing and serving crawfish.

11.3% increase
in boil unit sales in 2015

+1.5 points
in unit share of category


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