SAN DIEGO – July 11, 2011 – As most parents know, children can say the funniest things and ask the funniest questions.  Now one funny gem has won a Florida woman and her family a vacation to Walt Disney World, thanks to Chicken of the Sea.

The Chicken of the Sea Funniest Kids’ Quotes Contest™ garnered thousands of entrants who submitted a short essay showcasing their child’s funny comment or question on Chicken of the Sea’s Facebook page.  The winners were chosen by popular public vote.

Grand-prize winner, Veronica Semino of Pembroke Pines, Fla., brought a new perspective to nursing with her entry, “Baby Eating Boobies.” When Semino’s 3-year-old daughter saw her newborn brother nursing for the first time, sheyelled, “Oh no Mami, the baby is eating your boobies!”

As the grand-prize winner, Semino will receive a four-day, three-night family vacation to Walt Disney World.

“A few months ago, we launched the Chicken of the Sea Funniest Kids’ Quotes Contest™ to give our consumers a new way to engage with the brand and have some fun in the process,” said John Sawyer, Chicken of the Sea’s senior vice president of sales and marketing.  “We wanted parents to be able to share the same stories about their kids that they share with their friends on a regular basis, except in a more public and engaging way.”

Following in Semino’s footsteps, the first runner-up is Wendy Hughes of Cincinnati for her entry, “Tired & Confused,” which earned her a cash prize of $1,000. The second runner-up and winner of $500 goes to Jenny Hernandez of Rincon, Ga., for her entry “Hey Nana!” The first and second runner-up stories can be viewed at Chicken of the Sea’s Facebook page.

The contest builds off of the brand’s latest advertising and marketing campaign that brings its iconic Mermaid to life. In a recent video, the Mermaid tries to explain to a little boy why Chicken of the Sea is the best tuna with the boy asking “why?” over and over again, as children are known to do quite often.

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.

SAN DIEGO – June 15, 2011 – Chicken of the Sea International is continuing to offer customers a healthy, premium product at a great value by introducing a line of gourmet, all-natural tuna.

Dubbed “Premium Select,” the tuna is hand-selected albacore, yellowfin and skipjack packed in high quality olive oil and spring water. The all-natural products contain no additives or preservatives and are available in five 5-ounce varieties: Solid White Albacore Tuna in Olive Oil, Solid White Albacore Tuna in Water, Solid Light Yellowfin Tuna in Water, Solid Light Yellowfin Tuna in Olive Oil and Solid Light Tuna in Olive Oil. Suggested retail price is $1.99.

“Premium Select includes our finest quality and taste, offering consumers a bit of indulgence at a great value from a brand they know and love,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea. “The product is so flavorful and delicious it can be eaten right out of the can.”

“It’s also all-natural, following an increased demand from consumers for products that are not only healthful and nutrient rich, but are all natural and minimally processed.”

The Premium Select line, available to retail now, is loaded with nutrients, and each can provides a low-fat source of protein and omega-3 fatty acids. In addition, varieties of the Premium Select solid light tuna and solid white tuna are packed in antioxidant-rich olive oil for extra flavor.

Chicken of the Sea is driving traffic to retail for Premium Select and other Chicken of the Sea branded products through an integrated advertising and marketing campaign introduced earlier this year. The campaign brings the iconic Chicken of the Sea Mermaid to life as an animated and talking character and includes online video commercials, radio commercials and social media.

“While we continue to focus on bringing healthy, nutritious and convenient products such as Premium Select to our consumers, we’re also putting increased efforts on driving them to retail through our marketing campaign that is innovative, fun and uses new technologies to interact with consumers,” said Sawyer. “Visitors to our Facebook and Twitter pages can interact with our iconic Mermaid like never before, and we believe these efforts will help create brand awareness and ultimately drive traffic to stores.”

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.

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.

Game to Debut on Facebook in GSN’s Games Application

SAN DIEGO – April 26, 2011 – As online gaming grows in popularity and marketers look to use gaming platforms as branding opportunities, Chicken of the Sea’s branded game debuts today on Facebook for a one-week limited trial.

Undersea Treasure Match originally launched on GSN’s website March 9, 2011 and has garnered more than 4 million total plays, averaging approximately 150,000 plays per day. Undersea Treasure Match has become the best playing game in the history of GSN.com and is coming to Facebook as part of GSN’s Games application, which is the largest casual games platform on Facebook.

“When we decided to launch a branded game, we were simply looking for a fun, new way for consumers to interact with the brand,” said John Sawyer, Chicken of the Sea’s senior vice president of sales and marketing. “Our game launched on GSN.com six weeks ago and proved to be wildly successful. With the Facebook debut of our game on GSN’s Games Application, we are able to introduce even more game lovers to Undersea Treasure Match.“

Similar to a slot-style video game, players of Undersea Treasure Match click a button to cast up to nine fishing lines to match as many various undersea objects and Chicken of the Sea goodies as possible. When a player makes a successful match, they are awarded Mesmo tokens, which can be redeemed for additional game play on the GSN Facebook platform.

This game is part of the new advertising and marketing campaign Chicken of the Sea introduced last month, which also included bringing its iconic Mermaid back to life in a series of online video and radio commercials. Undersea Treasure Match will be available on GSN.com through August and on Facebook for a limited time run. To play the game, visit GSN’s Games platform on Facebook and select Chicken of the Sea Undersea Treasure Match, which is listed under casino games.

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.

GSN is a multimedia entertainment company that offers original and classic game programming and competitive entertainment via its 75-million subscriber television network and online game sites. GSN’s cross-platform content gives game lovers the opportunity to win cash and prizes, whether through GSN’s popular TV game shows or through GSN Digital’s free casual games, cash competitions and social games. GSN is distributed throughout the U.S., Caribbean and Canada by all major cable operators, satellite providers and telcos. GSN and its subsidiary, WorldWinner.com, Inc., are owned by DIRECTV and Sony Pictures Entertainment. For further information, visit GSN at www.gsn.com.

Grand-Prize Winner Will Win a Family Trip to a Disney Park

SAN DIEGO – April 13, 2011 – “Elbow grease? Mom said I only have to use soap and water.”

As most parents know, children can say the funniest things and ask the funniest questions. Now, thanks to Chicken of the Sea, that funny gem could win your family a trip to a Disney park, or a cash prize of $1,000 or $500.

Chicken of the Sea is launching the Chicken of the Sea Funniest Kids’ Quotes Contest™, an interactive contest asking parents to submit the funniest thing their child has ever said with the contest winners being chosen by popular public vote.

Parents are encouraged to visit Chicken of the Sea on Facebook and submit a short, written description showcasing their child’s funny comment or question. The contest submission period will end June 6, 2011 at 11:59 p.m. PDT.

Starting June 7 at 9 a.m. PDT, contest participants are encouraged to get their Facebook friends to vote for them once per day. Voting ends June 28, 2011 at 11:59 p.m. PDT. The grand-prize winner, first runner-up and second runner-up will be announced Thursday, July 7, 2011 at noon PDT.

“Being a parent myself, I remember the many times my children would look at me, smile and ask the silliest question that would completely catch me off guard,” said John Sawyer, Chicken of the Sea’s senior vice president of sales and marketing. “With this contest, we are giving our consumers the opportunity to engage with the brand in a new way, and have some fun in the process.”

The contest builds off of the brand’s new campaign that brings its iconic Mermaid to life. In a recent video, the Mermaid tries to explain to a little boy why Chicken of the Sea is the best tuna with the boy asking “why?” over and over again, as children are known to do quite often.

Submissions are limited to 250 words. The deadline for submissions is June 6, 2011 at 11:59 p.m. PDT. Visit www.Facebook.com/ChickenoftheSea for more information and additional rules.

During the contest submission period, Chicken of the Sea will also be giving away prize packs to one random contest entrant each Friday.

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.

The Walt Disney Co. or Facebook are not participants or sponsors of the Chicken of the Sea Funniest Kids’ Quotes Contest™.

SAN DIEGO – March 1, 2011 – The iconic Chicken of the Sea Mermaid is coming to life in video after more than 30 years.

Chicken of the Sea is launching a new integrated campaign featuring the Mermaid in a series of online video and radio commercials that bring her to life as an animated and talking character. Dubbed “Mermaid on a Rock,” the campaign will leverage the brand’s rich heritage, while also allowing consumers to get to know the Mermaid and her personality.

The commercials will showcase the Mermaid’s interactions with different characters while she sits on a rock in the sea sharing her wisdom about eating healthy, cooking delicious meals, and of course, why Chicken of the Sea seafood is an important part of anyone’s diet. The brand’s catchy jingle will also play a starring role in the video and radio spots.

“The Chicken of the Sea Mermaid has been around for nearly 60 years, and during this time, she has become synonymous with health, nutrition and convenience,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea. “Through this campaign, we are using our timeless icon to further personify the Chicken of the Sea brand and engage with consumers in a fun and new way. You’ll also start seeing the Mermaid involved in current events and pop culture through various social media channels.”

In addition to commercials, other aspects of the Mermaid on a Rock campaign include social media activities via Twitter and Facebook, online gaming platforms and mobile applications. These efforts will also be supported by public relations, media relations activities and outreach to the Mermaid Club, Chicken of the Sea’s online affinity group of more than 150,000 members.

The online videos will air on CBS Interactive and ABC Digital’s family of websites, in addition to Hulu, Katz 360 and VideoEgg. The radio ads will air nationally during syndicated programs such as Rachael Ray, Ryan Seacrest, Dr. Phil and American Country Countdown with Kix Brooks. The commercials will begin Tuesday, March 1, 2011, and can be viewed via Chicken of the Sea’s online press kit.

This isn’t the first time the Chicken of the Sea Mermaid has received a makeover. Since she first appeared on Chicken of the Sea’s product labels in 1952, the Mermaid has undergone four transformations. This fifth transformation will bring the current version of the brand’s iconic Mermaid to life as an animated character. To see the transformation of the Mermaid through the years, visit the brand’s website: http://chickenofthesea.com/mermaid.aspx.

Campbell-Ewald developed the creative approach for the Mermaid and the commercials were directed by Jeremy Konner with Partizan.

“Like” Chicken of the Sea on Facebook at www.Facebook.com/ChickenoftheSea and follow the Mermaid on Twitter at http://Twitter.com/COSMermaid to stay up-to-date on future developments of the Mermaid on a Rock campaign.

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 Mermaid icon are among the most recognized brands in America.