Chain leans fully into camp horror for its Dread Lobster packaging, and it’s a blood-soaked beach party in a box. The lunch carrier riffs off slasher flick tropes with tongue-in-cheek taglines (“I Know What You Ate Last Summer”) and a hooded mascot clutching a lobster like a final girl’s last hope.
The typography feels pulled from VHS-era splatter fests, while the blood-dripped rope and crime scene graphics drive the parody home. It’s fast food packaging with a plot twist, and I’m here for it.
Nicholas Kraft, Chief Creative Officer for Chain, shares more insight into the campaign and packaging below.
