Chicken of the Sea® to Pay It Forward for it's Centennial by Investing $1 Millions in Americans and their Communities
Year-long “100 Years of Good” initiative will reward 100-plus Americans $10,000 to help them continue current community service projects in 2014 Mermaid-led “Great American Gratitude Tour” will visit 39 seafood-loving cities to distribute seafood recipes, instant-win coins and other surprises
SAN DIEGO (Nov. 7, 2013) – Chicken of the Sea will look back by paying it forward in 2014 while celebrating its first 100 years as one of America’s most iconic companies. As a way of thanking Americans for making it a mealtime staple, the San Diego-based brand will invest $1 million in more than 100 public service-minded individuals and nonprofits, empowering them to continue their grassroots community work.
“Chicken of the Sea: 100 Years of Good” launches Jan. 1, 2014, as one of the largest, most comprehensive Pay it Forward initiatives in consumer packaged goods history. The 12-month effort combines special commemorative packaging, promotions and retailer programs with a six-month, nationwide promotional tour commemorating the brand’s Centennial anniversary. An awards program also aims to provide support and awareness to Americans who are bringing good to their communities.
A special highlight of the celebration is the debut of the real-life version of the famed Chicken of the Sea Mermaid and a contest to allow seafood fans to name the beloved aquatic mascot.
According to David Roszmann, COO of Chicken of the Sea, at least 100 individuals and nonprofits involved in community service and relief work will be selected by the company to receive a pay-it-forward cash award of $10,000 to enable them to continue and even expand their goodwill efforts.
“It’s Chicken of the Sea’s 100th birthday in 2014 – but it’s America that will be receiving the gifts,” said Roszmann. “In gratitude, we’ll be using our Centennial as an opportunity to shine the light on those everyday American heroes that are making a real difference where they live through community philanthropy, revitalization or other selfless acts of service. We’re looking for both individuals and communities that, just like us, want to continue the cycle of good.”
“This pledge to pay it forward is simply an outgrowth of our long-term corporate culture of giving back. From supporting the U.S. military in wartime to helping pioneer dolphin-safe tuna and seafood sustainability, Chicken of the Sea has always strived for good – in its products, people and communities.”
Founded in 1914, Chicken of the Sea 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. The company also offers the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity and inspiration.
The “100 Years of Good” is part of a comprehensive, forward-looking program that has Chicken of the Sea launching a host of new products, programs and retailer partnerships designed to take it to the next level in the packaged seafood industry. Chief among those news products debuting in 2014 is Chicken of the Sea Flavored Salmon Pouches in a variety of flavors.
Great American Gratitude Tour
The Chicken of the Sea Great American Gratitude Tour will bring the brand’s Mermaid, pay-it-forward initiative and 100th anniversary celebration directly to seafood-loving consumers and retailers in communities across the country. Kicking off March 6, 2014, in San Diego, the Tour will ultimately visit 39 cities in 30 states before concluding in Boston after Labor Day 2014.
Symbolizing both the nostalgia and promise of the brand’s first 100 years, the Chicken of the Sea Sea-stream, a specially wrapped version of the silver-aluminum Airstream recreational trailer first made famous in the 1930s, will serve as the traveling Tour headquarters and home of the Chicken of the Sea Mermaid.
The Great American Gratitude Tour will stop at participating retailers, as well as at food-related special events and other local venues in each Tour city. Visitors can track the Tour on Twitter or visit www.chickenofthesea.com/100 after Jan. 1, 2014, for a continuously updated schedule of Tour stop addresses, dates and times.
At each stop, the Chicken of the Sea Coral Cove experiential display will dramatically bring the Chicken of the Sea Mermaid and her undersea world to life. Visitors can have their pictures or video taken with the Mermaid, relive Chicken of the Sea’s 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 Box promotion. Each coin features a unique code that can be redeemed at www.chickenofthesea.com/100 for valuable prizes and the chance to become a Chicken of the Sea Pay it Forward Honoree and receive $10,000 to use for the community service project of their choice.
Great American Gratitude Tour visitors who use #100yearsofgood to share their own photos of the Tour experience on Facebook, Twitter or Instagram will automatically be entered in a sweepstakes to win a weekly $100 prize throughout the 26-week Tour.
Even Chicken of the Sea’s online Mermaid Club will get involved by awarding ten (10) $1,000 prizes in a sweepstakes designed to inspire future community do-gooders.
New Life to the Chicken of the Sea Mermaid
To serve as the celebration’s official ambassador, Chicken of the Sea will introduce a real-life version of its previously animated-only Mermaid that has appeared on the brand label since 1952. The cheerful beauty with the golden scepter will make national media and retailer appearances, and meet with seafood fans nationwide as part of the 39-city Great American Gratitude Tour.
The “100 Years of Good” initiative will also solve a mystery that has followed the brand champion for much of the time since she starred in the ubiquitous “Ask Any Mermaid You Happen to See” jingle in the 1960s: What is her name? The Name the Chicken of the Sea Mermaid Contest will allow seafood fans to submit and then vote on names for the beloved aquatic mascot – with the fan supplying the winning name automatically becoming a $10,000 Pay it Forward Honoree.
For more information on Chicken of the Sea: 100 Years of Good, including the Great American Gratitude Tour, Mermaid’s Treasure Box, and other Centennial-related programs at the national, local and retailer level, go to www.chickenofthesea.com/100 starting Jan. 1, 2014. A Tour schedule, including Tour stop locations, dates, times and retailer partners, will be available.
To nominate a recipient or nonprofit organization to be a Chicken of the Sea Great American Gratitude Honoree, go to www.chickenofthesea.com/100 between Jan. 1 and May 15, 2014. Honorees will be announced during the Great American Gratitude Tour, with some recipients making appearances at Tour stops in their communities.
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 new Chicken of the Sea products, go to www.chickenofthesea.com.