Contest Asks Consumers to Complete Marketing Task to Win Trip to “The Celebrity Apprentice” Finale

SAN DIEGO – March 23, 2009 – As an extension of its partnership with Mark Burnett Productions and NBC’s hit show “The Celebrity Apprentice,” Chicken of the Sea International is testing the business savvy of consumers through a seafood-inspired contest awarding one grand-prize winner a trip to the show’s season finale.

Dubbed Chicken of the Sea’s Apprentice Challenge, the contest asks consumers to complete a marketing challenge that fits into one of the following categories: outlining a new product concept; designing a billboard that promotes Chicken of the Sea’s Healthy Selections or its pink salmon, albacore and light tuna cups; or outlining a viral campaign that could be successfully carried out on a social network. All entries must focus on Chicken of the Sea’s key attributes of health, nutrition and convenience and will also be judged according to how well they achieve the company’s provided goal for each challenge.

“The Apprentice Challenge contest is another fun way for our company to offer consumers a chance to get creative, while learning more about the healthfulness of Chicken of the Sea’s line of shelf-stable seafood,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea International. “Through our partnership with ‘The Celebrity Apprentice,’ and by asking consumers to focus on Chicken of the Sea’s key attributes in their entries, we will be able to further educate the public about the importance of eating seafood twice a week, while sending one winner on a fun-filled trip to New York City.”

According to the American Heart Association, American Diabetes Association, American Medical Association and USDA, seafood should be included in the diet twice a week to help improve overall health, as research shows it helps protect against heart attack, diabetes and stroke. Seafood – which is low in fat, cholesterol and calories – has also been shown to combat obesity, decrease blood pressure and improve circulation.

The grand-prize winner will be selected by a panel of sponsor judges and announced following the airing of Chicken of the Sea’s “The Celebrity Apprentice” two-hour episode in May on NBC. In order to enter the contest and be considered for the grand-prize trip, contest participants must enter by April 24 at midnight PDT, be registered Mermaid Club members and meet all eligibility requirements. Prizes for the contest winner include round-trip airfare to New York City, hotel accommodations and two tickets to the show’s live finale May 10.

SAN DIEGO – Feb. 24, 2009 – To continue spreading the word about the healthful and nutritious benefits of its line ofshelf-stable seafood, Chicken of the Sea is partnering with Mark Burnett Productions and NBC on the second season of “The Celebrity Apprentice.”

“The Celebrity Apprentice” challenges 16 successful celebrities with business tasks around New York City, all in hopes of supporting their preferred charitable organizations. Chicken of the Sea – first approached by “The Celebrity Apprentice” during the recent nationwide Mermaid Jingle Jam contest that asked consumers to create the second verse of the classic brand jingle – will provide competing celebrities with a marketing project. The Chicken of the Sea marketing project will be included in an episode of “The Celebrity Apprentice” featuring company executives.

“Chicken of the Sea’s partnership with “The Celebrity Apprentice” is another great way for our company to further educate people about the healthfulness of seafood,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea International. “By reaching out to consumers through a highly successful and engaging television show, we are able to invite people to have fun while learning more about Chicken of the Sea and our products that emphasize nutrition, health and convenience.“

“The Celebrity Apprentice” two-hour episode featuring Chicken of the Sea is set to air in May on NBC. Consumers who are interested in learning more about Chicken of the Sea and how seafood can help improve health can visit www.ChickenOfTheSea.com. For more information on “The Celebrity Apprentice,” please visit www.NBC.com/The_Celebrity_Apprentice.

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 – Feb. 20, 2009 – Tri-Union Seafoods LLC is issuing a precautionary recall of the 5-ounce variety of Genova solid light tuna in olive oil.

Due to a production error, the product is mislabeled and contains albacore tuna in soybean oil with vegetable broth that contains soy. People who have an allergy or severe sensitivity to soybean run the risk of serious allergic reaction if they consume these products. There have been no reported illnesses, and Tri-Union Seafoods is issuing the precautionary recall to protect public health.

Tri-Union Seafoods’ trace-back measures determined distribution of the product at retail was limited to 900 cases ? the vast majority of which were distributed to the Northeast (two cases were distributed to Publix stores in the Southeast). The 5-ounce variety of Genova solid light tuna in olive oil was distributed in January and February. Consumers who purchased the 5-ounce variety of Genova solid light tuna in olive oil with the UPC code 4800013265, “Best By Date 10/17/12” and product code DEHAH 1A225 or DEHBH 1A225 are asked to return it to the store where they purchased it for a full refund. The UPC code (also known as bar code) is found on the side of the can and the best by date and product code are ink jet printed on the bottom of the can.

“We have notified all of our customers who have received the mislabeled product and asked them to remove it from their shelves,” said Shue Wing Chan, president, Tri-Union Seafoods. “This precautionary recall is the right and prudent action in the interest of protecting public health. Further, we are taking corrective steps to our production process to ensure this error does not repeat itself.”

Consumers looking for additional information, please call 1-877-843-6376.

BROKEN ARROW, Okla – Dec. 12, 2008 – Once homeless, Rachel Cabrales knows what it is like to be hungry, and she is now helping others in need as the grand-prize winner of a national contest called the Mermaid Jingle for Feeding America – the nation’s largest domestic hunger relief organization.

With Cabrales’ win comes $100,000 worth of Chicken of the Sea seafood that will be donated to her local food bank, the Community Food Bank of Eastern Oklahoma, which is a member food bank of Feeding America. The food bank will distribute the seafood among 450 partner programs.

The Mermaid Jingle Jam contest for Feeding America is a result of a partnership between Chicken of the Sea International and Feeding America. Contestants were asked to develop a 30- to 90-second jingle and video that incorporates Chicken of the Sea’s original jingle lyrics and a new verse using key themes such as health, convenience, quality of life and dietary requirements, including the fact that leading health authorities recommend eating seafood twice a week.

Cabrales was determined the winner among 36 finalists after a three week public voting period in which nearly 230,000 votes were cast; 84,793 votes were cast for Cabrales.

As the winner, Cabrales – who entered with her family and whose video features her 4-year-old son, Richie – not only earned healthful seafood for her local food bank, but also a celebrity-style trip to Los Angeles. While she entered the contest as a bonding activity for her and her son, Cabrales said she is happy to help others.

“I can relate to those who are hungry because I’ve been there,” said Cabrales. “It’s the best feeling in the world to be able to give back.”

Sara Waggoner, executive director of the Community Food Bank of Eastern Oklahoma, said the whole community came together during the contest.

“It’s well known around here that our food donationsare down. We are so grateful that we’ll be able to offer those in need such a high-quality source of protein at a time when requests for food are at a 10-year high,”said Waggoner.

CHICAGO – Sept. 30, 2008 – As Hunger Action Month comes to a close, Feeding America, formerly America’s Second Harvest, reminds the public there are still ways to help stop hunger, including an online video contest that asks people to get creative.

Dubbed Mermaid Jingle Jam, the contest is a result of a partnership between Chicken of the Sea and Feeding America. By creating a 30- to 90-second jingle and video that incorporates Chicken of the Sea’s original jingle lyrics and a new verse using key themes, contestants have the opportunity to not only win individual prizes, but also to put seafood into the hands of hungry Americans. The Feeding America food bank in the winner’s hometown will receive $100,000 worth of Chicken of the Sea seafood.

“We’ve seen some really creative entries,” said Feeding America Spokesperson Ross Fraser, “and we are excited about the contest because it provides a fun and unique way for people to get involved, while helping raise awareness about the issue of hunger in America.”

Participants have until Nov. 7 to upload a video at MermaidJingleJam.com; sample videos and a compilation of current entries can be viewed at YouTube.com/TheMermaid2008.

The first 100 valid entries will receive iPod shuffles® and the next 50 valid entries will receive $10 iTunes® Gift Cards. In addition to the $100,000 worth of seafood for their local food bank, the grand-prize winner will receive a celebrity-style trip to Universal Studios Hollywood(SM), complete with a behind-the-scenes tour, airfare, hotel and dinner at a Hollywood hotspot.

All participants must be registered Mermaid Club members and meet all eligibility requirements to enter.

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.

Feeding America is the largest charitable domestic hunger-relief organization in the United States. Through its network of more than 200 member food banks, America’s Second Harvest annually provides assistance to more than 25 million people in need, including more than 9 million children and nearly 3 million seniors in all 50 states, the District of Columbia and Puerto Rico. Each year, America’s Second Harvest secures and distributes more than 2 billion pounds of food and grocery products to support feeding programs at approximately 50,000 local charitable agencies, including food pantries, soup kitchens, emergency shelters, after-school programs and Kids Cafes. To learn more, please visit www.secondharvest.org.

Contest Asks Consumers to Create New Verse to Iconic Jingle; Grand Prize Includes Truckload of Seafood for Winner’s Neighborhood Food Bank

SAN DIEGO – August 5, 2008 – Ask any Mermaid you happen to see –what brand is asking consumers to get creative? Chicken of the Sea!

Beginning Aug. 1, Chicken of the Sea International is asking people if they have what it takes to become a star by creating the newest verse of the company’s famous, catchy jingle. The Mermaid Jingle Jam, an online and interactive contest, is giving consumers the opportunity to come up with their own 30- to 90-second jingle that incorporates Chicken of the Sea’s original lyrics and the contestant’s verse into a new format – a music video. Prizes include iPod shuffles® for the first 100 valid entries, $10 iTunes® Gift Cards for the next 50 valid entries and a celebrity-style trip to Universal Studios Hollywood for the grand-prize winner, complete with a behind-the-scenes tour, airfare, hotel and dinner at a Hollywood hotspot.

Created as an extension of the Twice a Week for Better Health campaign that launched last October – a partnership with national hunger relief organization America’s Second Harvest – the Mermaid Jingle Jam is further spreading the news about the healthfulness of seafood, while offering consumers a creative way to get involved and help stop hunger in their neighborhoods. In addition to being awarded a Hollywood dream vacation, the grand-prize winner’s local America’s Second Harvest food bank will receive a truckload of Chicken of the Sea seafood.

“The Mermaid Jingle Jam is our way of inviting consumers to become a part of Chicken of the Sea’s history by recreating our well-recognized jingle,” said John Sawyer, Chicken of the Sea’s senior vice president of sales and marketing. “Not only is this contest fun and interactive, but it is also allowing us to educate the public on the benefits of seafood and the need for all people to have access to healthy protein options.”

Participants will be asked to upload a video that incorporates the original Chicken of the Sea jingle, as well as their new verse, which should include four key themes focusing on health, convenience, quality of life and dietary requirements. Semi-finalists will be selected by a panel of sponsor judges, followed by public voting for finalists and a grand-prize winner.

All participants must be registered Mermaid Club members and meet all eligibility requirements to enter. Those who wish to find out more about the contest or enter a video should visit www.ChickenOfTheSea.com or www.MermaidJingleJam.com. For information on Chicken of the Sea and the nutritional qualities of seafood, including why it is important to include fish in the diet twice a week, please visit www.TwiceAWeekForBetterHealth.com.