Chicken of the Sea® Sets Sail on 100th Anniversary Tour to Pay it Forward
Iconic Mermaid emerges from vintage Airstream in 39 cities for free photos opps, recipes and $10,000 awards to local nonprofits
SAN DIEGO (March 6, 2014) – Chicken of the Sea officially hits the road today for a 26-week nationwide journey to thank Americans for making it a mealtime staple for a Century.
Choosing to look back on the occasion of its 100th anniversary by paying it forward, the iconic American brand will tour the nation through Labor Day, awarding $1 million to local nonprofits and individuals making a difference in their local communities. At 39 Chicken of the Sea Great American Gratitude Tour stops coast to coast, visitors can meet and take photos with the Chicken of the Sea Mermaid, and receive free recipes, giveaways and commemorative coins. Ten coin recipients throughout the Tour will win $10,000 instantly.
The Tour departs Chicken of the Sea’s headquarters in San Diego for a six-month voyage that brings the brand’s famous Mermaid and Centennial celebration to seafood lovers across the country while honoring local heroes and nonprofits that are bringing good to their communities.
The brightly-wrapped Great American Gratitude Tour truck and vintage Airstream, both created specifically for the tour, will make stops at supermarkets and other public and private venues and events in the 39 seafood-loving cities. The Tour, which is free and open to the public, wraps up in Boston during Labor Day Weekend.
“The Great American Gratitude Tour allows us to bring Chicken of the Sea’s 100th anniversary celebration directly to Americans all over the country,” explained Christie Fleming, the brand’s senior vice president of marketing. “We are excited to bring our Centennial celebration to hometowns all over America to honor community service champions and nonprofits with the goal of empowering them to continue their cycle of good.”
Cities on the Chicken of the Sea Great American Gratitude Tour schedule were chosen for a variety of reasons, including packaged tuna and seafood consumption, retailer involvement, food and culinary special events and overall consumer excitement. Without exception, residents of all the Chicken of the Sea Centennial Mermaid Tour cities consume more packaged seafood, or have the potential to consume more packaged seafood, than the national average.
At each stop, the Chicken of the Sea Coral Cove experiential display will dramatically bring the COS Mermaid and her undersea world to life. Visitors can have their pictures or video taken with the Mermaid (to enjoy later at www.chickenofthesea.com/100), relive COS history and take home Mermaid-themed giveaways. As a special treat, a select number of Chicken of the Sea Commemorative Centennial Coins will be given away at each Tour stop as part of the Mermaid’s Treasure Chest promotion. Each coin features a unique code that participants can redeem at www.chickenofthesea.com/100 for valuable prizes and the chance to become a Chicken of the Sea Pay it Forward Honoree and win $10,000 to use for the community service project of their choice.
Participants who use hashtag #100yearsofgood to share their own photos of the Tour experience on Facebook, Twitter or Instagram may be entered in a sweepstakes to win a weekly $100 prize throughout the Tour.
A highlight of many stops will be the official presentation of a $10,000 check to a local individual or nonprofit organization as part of one of the largest, most comprehensive Pay it Forward initiatives in consumer packaged goods history. As a way of thanking Americans for its first 100 years, the brand is investing $1 million in 100 charitable individuals and nonprofits with $10,000 Great American Gratitude awards to empower them to continue their grassroots community service and goodwill efforts.
The public can nominate deserving individuals or organizations to receive a Great American Gratitude Award at www.chickenofthesea.com/100.
Following the kickoff in San Diego, the Tour will visit Los Angeles; Portland, Ore.; Seattle; Northern California and Houston in March, before stopping at Austin, Texas; San Antonio; Dallas; Phoenix; Albuquerque, N.M.; Memphis, Tenn.; Atlanta; Lyons, Ga.; Jackson, Miss.; and Baton Rouge, La.
May stops include Breaux Bridge, La.; Minneapolis; Des Moines, Iowa; St. Louis; Kansas City, Mo.; Grand Rapids, Mich.; and Detroit. In June, residents of Nashville, Tenn.; Charlotte and Tryon, N.C.; Charleston, S.C.; and Clearwater, Tampa, Sarasota and Orlando, FL, will be able to meet the Mermaid.
The following two months wrap up with stops at Pittsburgh; Chicago; Cleveland; Washington, D.C; Baltimore; Norfolk and Richmond, Va.; Philadelphia; and Buffalo, Rochester, Albany and Syracuse, N.Y.; New Haven, Conn; New York City and Boston.
For more information on Chicken of the Sea: 100 Years of Good, including the latest Great American Gratitude Tour schedule, go to www.chickenofthesea.com/100.
About Chicken of the Sea
Chicken of the Sea (COS) celebrates its 100th anniversary in 2014 as a leading provider of healthy, sustainable and delicious seafood, offering not only a robust product line but the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity and inspiration. The company provides tuna, salmon, clams, crab, oysters, shrimp, mackerel, kipper snacks and sardines in cans, cups and pouches as well as innovative new products consistent with seafood’s growing status as a healthy “new” protein choice in America.
Headquartered in San Diego, COS sustainably sources its seafood products from around the world, and packages them at a state-of-the-art processing facility in Lyons, Ga., as well as at third-party facilities. The company is led by a team of industry veterans with more than 300 years of collective experience in the packaged seafood industry.
For information on Chicken of the Sea, including recipes, serving suggestions and nutritional and meal-planning insights as well as information on the latest Chicken of the Sea products, go to www.chickenofthesea.com.