Startup Toronto agency Crate is sticking its tongue out at agencies that discount their services with its CRAP campaign.

CRAP stands for Crate Recession Allowance Program, and takes a run at a North American coupon trend of agency self-promotion (read about a couple of recent Canadian examples here and here.

“We were noticing the amount of firms this year who are doing special programs to win business,” said Jeff Roach, agency founder and director of strategy. “We thought a lot of them worked against agencies” and devalued their relationships with clients.

Instead of discounting its services, Roach’s digitally focused creative agency offers potential clients tongue-in-cheek prizes.

“Even though Crate already provides that hard-at-work value that your business deserves, we’re pleased to announce our very own incentive scheme,” declares a message on the Crate sight from C.R.A.P. chair, Yuri Murin. “We’ll buy you breakfast, let you use our car, or even bake you cookies for the office.”

Today marks Crate’s official launch, though it has been operating since April and working on projects for World Vision U.S. in partnership with the Guelph, Ont.-based agency Blue North.

Roach, who also founded media consultancy Glitteration in January, is a former vice-president at youth marketing firm Y Syndicate.

Crate co-founder Matthew Hollingshead serves as creative director. His background includes tenure at Aquarius Records, Hip Interactive and Hockey.com.