PETA, the People for the Ethical Treatment of Animals, has a way of igniting controversy. PETA protestors often camp outside of restaurants and stand in judgement of those establishments’ patrons. And they’re waging a billboard campaign, too. One of those billboards has ignited an all-out media battle with one seafood restaurant.
— Greg Baker (@CursedMerc) August 31, 2018
Jimmy’s Famous Seafood in Baltimore, Maryland, didn’t appreciate the PETA campaign that attacked the crab industry. The company is fighting back with their own campaign.
.@peta you mad? pic.twitter.com/PEddaAdP8z
— Jimmy's Famous Seafood (@JimmysSeafood) August 24, 2018
Jimmy’s didn’t shy away from their direct confrontation, either. Part of their ply has been to personalize the fight.
Come outside and show your face @peta. pic.twitter.com/JHwPtZhboA
— Jimmy's Famous Seafood (@JimmysSeafood) August 25, 2018
Many in Maryland rely on seafood for their livelihood.
Our Yard. #SteamThemALL pic.twitter.com/FBj1hTssCe
— Jimmy's Famous Seafood (@JimmysSeafood) September 3, 2018
And in a bold move toward reclamation of the acronym, Jimmy’s even made shirts with a new PETA slogan.
Show everyone your #PETA Pride today! Grab the shirt here – https://t.co/A5O2cXpK8p – use promo code PETA for 25% off! 🦀 pic.twitter.com/NajaAks1sR
— Jimmy's Famous Seafood (@JimmysSeafood) September 21, 2018
And it isn’t just the crabbing industry they are interested in supporting.
$5 if you can guess Lenny The 7 Pound Lobster’s fate, @peta. pic.twitter.com/9AsE5PTfq6
— Jimmy's Famous Seafood (@JimmysSeafood) September 29, 2018
They do lobster, too.
He had a good run. pic.twitter.com/Sb9307VAc6
— Jimmy's Famous Seafood (@JimmysSeafood) September 29, 2018
After PETA continued their attack on Maryland seafood, Jimmy’s took it further and expanded their mockery of PETA.
Imagine paying over $30,000 a year for your kid to attend college, only to have them become a @peta zombie. This your school, @TorreySmithWR? https://t.co/UUDsPKjQYd
— Jimmy's Famous Seafood (@JimmysSeafood) September 27, 2018
Most of their posts, though, were just designed to push PETA’s buttons.
After receiving flack for the Greek Salad post that went viral, we were forced to add vegan options – since some of you can’t take a joke. So, without further ado, we proudly present piquant asparagus & mushrooms! pic.twitter.com/qQacH6OarX
— Jimmy's Famous Seafood (@JimmysSeafood) September 26, 2018
It seems like Jimmy’s understands its customer base. Those that eat meat and seafood at Jimmy’s are rarely won over to the Vegan side.
Ravens safety @_tonyjefferson supports PETA – and you should too! https://t.co/A5O2cXpK8p pic.twitter.com/RLHyItyMIk
— Jimmy's Famous Seafood (@JimmysSeafood) September 26, 2018
They even managed some celebrity endorsements.
Ok…NOW it’s food. pic.twitter.com/bUTxJNh0FD
— Jimmy's Famous Seafood (@JimmysSeafood) September 18, 2018
After getting the better of PETA’s social media team, Jimmy’s turned to mocking vegans.
You demanded it, we listened – vegan options are here! Enjoy this organic rosemary while we carve into this savory prime rib! 🐮 pic.twitter.com/TFxBEzGGdh
— Jimmy's Famous Seafood (@JimmysSeafood) September 16, 2018
They have lots of vegan options on the menu, though they don’t look very filling.
🦀 Over 100 bushels of crabs will be steamed today at the Baltimore Seafood Festival! We’ll call this The Great Wall of Jimmy’s. You failed, @peta. pic.twitter.com/8nw1UFEIqX
— Jimmy's Famous Seafood (@JimmysSeafood) September 15, 2018
And Jimmy’s isn’t afraid of activism, either.
🦀 We’re hosting a crab feast fundraiser for Saving Grace Animal Rescue, and you’re invited! We like them because they don’t slaughter the pets they swear to protect! More info here – https://t.co/E7s5MnfOO3! 🐶 pic.twitter.com/MFMntjXdLV
— Jimmy's Famous Seafood (@JimmysSeafood) September 12, 2018
The animals that aren’t on Jimmy’s menu are doing fine. Not all of them, though. Jimmy’s isn’t afraid of digging deep into PETA’s own practices and pointing out some logical fallacies.
Patiently
Expecting
These
Amazingly
Scintillating
Ultimate
Crabby
Kinglike
Sensations! pic.twitter.com/5DAWQlg3ox— Jimmy's Famous Seafood (@JimmysSeafood) September 12, 2018
Their social media blitz has been popular with their customers. And their customers know why they like Jimmy’s.
When it comes to blue crabs, we say #SteamThemALL!
When it comes to pit bulls, PETA says, “Kill them all!”@peta, come out and playyy!https://t.co/yMe1OIqyYk pic.twitter.com/O9vohyrzv4
— Jimmy's Famous Seafood (@JimmysSeafood) September 11, 2018
Some of the posts have given a rare behind-the-scenes look at the kitchen.
“Put this on SnapFace.” pic.twitter.com/IYuGgXwDST
— Jimmy's Famous Seafood (@JimmysSeafood) September 11, 2018
The behind-the-scenes at PETA, as Jimmy’s sees it, is harder to understand.
.@peta’s concerned with saving lives? In 1 year alone they banked over $4 Million in donations while killing 2,324 of 2,631 cats & dogs.
Think this “billboard war” is funny? Countless hard-working Marylanders depend on crabbing to feed their families.https://t.co/QgC4ZvGBbV https://t.co/8H4c1SiB0Q
— Jimmy's Famous Seafood (@JimmysSeafood) September 10, 2018
Nothing PETA has ever done is safe.
Here we have someone familiar with both crabs & @peta! pic.twitter.com/O6P9Xi5AAX
— Jimmy's Famous Seafood (@JimmysSeafood) September 9, 2018
While the feud is ongoing, Jimmy’s is clearly reaping the benefit of the free advertising. The back-and-forth has riled up those who oppose PETA’s pet projects, and made Jimmy’s a destination.