The Chicken of the Sea Mermaid Helps a Pirate Find Hidden Treasure … And Booty?
SAN DIEGO – May 4, 2011 – In a traditionally conservative industry, Chicken of the Sea is using humor to engage audiences with a new commercial featuring a pirate seeking treasure and “booty” from the Mermaid.
This new video titled “Pirate” is a continuation of an integrated campaign Chicken of the Sea launched in March that brings the Mermaid to life as an animated and talking character. The campaign leverages the brand’s rich heritage and also allows consumers to get to know the Mermaid and her personality in a series of online videos, radio commercials and via social media platforms, like Facebook and Twitter.
The latest installment of the campaign further showcases the Mermaid’s fun personality and shows her interacting with a pirate while sitting on a rock in the sea. The pirate is searching for his elusive treasure, and in the meantime learns of the many health benefits of tuna. The brand’s jingle also plays a starring role.
“Two months ago, we kicked off our campaign to reintroduce the Mermaid and give her a personality that further personifies the Chicken of the Sea brand,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea. “While our brand hallmarks have always been to provide consumers with healthy, nutritious and convenient seafood options, this new campaign and direction for the Mermaid allows us to have fun with our consumers while reminding them of the many benefits of adding seafood as a regular part of their diets.”
In addition to online videos, other aspects of the campaign include radio commercials, social media activities via Twitter and Facebook, online gaming platforms and a contest with a grand prize of a family trip to a Disney park. These efforts are also supported by public relations, media relations and outreach to the Mermaid Club, Chicken of the Sea’s online affinity group of more than 160,000 members.
The new video commercial will air on CBS Interactive, DBGroup and ABC Digital’s family of websites, in addition to Hulu and VideoEgg. The complete elements of Chicken of the Sea’s new campaign can be viewed via an online press kit.
Campbell Ewald developed the creative approach for the Mermaid and the commercial was directed by Jeremy Konner with Partizan.
A seafood category leader, Chicken of the Sea provides a variety of shelf-stable seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. The Chicken of the Sea brand and famous Mermaid icon are among the most recognized brands in America.