Seafood Company Brings Award-Winning Overseas Campaign to United States
SAN DIEGO – Aug. 3, 2005 – Advertising in the shelf–stable seafood industry hasn't been traditionally cutting edge – until now.
Chicken of the Sea is shaking things up with an eye–opening new television advertising campaign that's sure to get people talking. A similar commercial by Chicken of the Sea's parent company, Thai Union Frozen Products PCL, has already seen huge success abroad, winning a gold Top Advertising Contest of Thailand Award (TACT Award) and a Best of 2001 Best Actor Director Award in Thailand. The commercial has also been widely circulated via e–mail on the Web.
"We knew it was a hit in Asia, but we were extremely surprised when the commercial was spreading on the Internet in the United States," said Shue Wing Chan, executive director of Thai Union Frozen Products PCL.
The first Chicken of the Sea commercial is set to air in the United States in early August 2005 on ABC, CBS and cable networks. The seafood company will also employ a variety of online and viral marketing tactics for the commercial, which uses humor to deliver Chicken of the Sea's health messages.
"We've learned from Jessica Simpson's quip heard around the world that humor can be a powerful branding tool, particularly among a younger audience," said John Signorino, Chicken of the Sea president. "The new creative combines humor with growing concerns about weight management – something many people can identify with.
"I was surprised when my wife showed me the amusing commercial her friend sent her on the Internet. She didn't know it was the commercial our parent company was airing in Asia. After that, I knew the creative would resonate in the United States."
During Chicken of the Sea's 2005 What Women Want survey, which had more than 31,000 responses, 50 percent of those surveyed said they most wish they could improve upon their healthy eating habits and weight.
Additionally, Chicken of the Sea conducted a survey of select members of its online affinity club, The Mermaid Club, to gauge people's reaction and perception of the new commercial. The majority of those surveyed liked the commercial, and many cited the creative as funny and expressed being able to relate to feeling concerned about weight or body image. Respondents also identified Chicken of the Sea's low–fat, preservative–free food as a solution to health and weight concerns.
The new commercial deals with weight management and body image issues head on and Chicken of the Sea realizes it will get viewers attention. But the real message the company wants consumers to walk away with is that Chicken of the Sea seafood is a natural source of omega–3 and a low–fat, preservative–free, healthy–eating choice.
According to the U.S. Department of Health and Human Services, 61 percent of the adults in the United States are overweight or obese, making the weight of many Americans something that can't be ignored.
Health professionals have long touted the health benefits of seafood – low fat, low calorie and high protein. Much of Chicken of the Sea seafood is also naturally filled with heart–healthy omega 3, which research has shown to reduce heart disease and stroke and have a positive impact on everything from arthritis and asthma to acne and depression. These qualities are important to aging America, said Signorino.
In addition to providing healthy seafood, Chicken of the Sea offers customers a variety of resources for healthy living. Members of The Mermaid Club regularly receive health information via e–mail and on the Mermaid Club Web site. Chicken of the Sea's Web site – www.chickenofthesea.com – also offers visitors health tips and information on health trends.
New to Chicken of the Sea's Web site is a Healthy Living Resources page, which Chicken of the Sea created to promote healthy body image and address concerns that may be raised as a result of the commercial. The resources page connects site visitors with credible tools to teach proper eating habits and help people live healthy and active lives.
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.
