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Jack Astor's readies Palentine's Day promotion

Restaurant chain Jack Astor's is preparing a promotion called "Palentine's Day." The promotion takes the form of a proposed holiday on Feb. 15 dedicated to platonic friendships between men. The effort is aimed at younger consumers. It consists of a social media video campaign developed by The Garden. The creative is intended to replicate the unprofessional style of videos shot on smartphones by social media users. The video depicts a group of male friends playing beer pong and video games, and eating Jack Astor's food.

"With Galentine's as a much-documented tradition that's been celebrated on Feb. 13 for over a decade, focusing our Feb. 15 Palentine's activation specifically on the importance of platonic male friendship is what makes it culturally relevant, talkable and ownable for Jack's," said Anesie Johnson, vice-president of marketing and communications at parent company SirCorp.

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