New Chicken of the Sea® Ad Campaign Asks the Proverbial Question: Is it Chicken or is it Fish?
A tongue-in-cheek new awareness campaign celebrates America’s most iconic seafood brand. “A Fish Called Chicken” video campaign breaks in October as part of company’s National Seafood Month festivities
SAN DIEGO (Oct. 16, 2017) – In a subtle nod to past reality TV stars, Chicken of the Sea is celebrating October as National Seafood Month by testing a national advertising campaign that revisits the age-old question: Is it chicken or is it fish?
Albany, N.Y., and Hartford-New Haven, Conn., will serve as test markets for a national Chicken of the Sea advertising campaign themed to the rhetorical chicken-or-fish question. The two test cities were chosen for their size, media importance and above-average preference for tuna.
The “Fish Called Chicken” campaign is highlighted by a series of 15-second spots featuring a talking chicken wrestling with the meaning behind the Chicken of the Sea brand originally named by fisherman in the early 1900s who equated the white color and mild flavor of albacore tuna with the appearance and texture of chicken.
While best known (and named) for tuna, Chicken of the Sea also provides salmon, clams, crab, oysters, shrimp, mackerel, kipper snacks and sardines in cans, cups and pouches.
“Even after more than 100 years, Chicken of the Sea remains a beloved piece of Americana with an iconic name, advertising history and sense of nostalgia few other brands in any industry can match,” said Diego Isaza, vice president of marketing of Chicken of the Sea International. “This new campaign celebrates the special relationship we have with American seafood lovers and the feeling of fun and whimsy we’ve enjoyed since the beginning.”
As part of National Seafood Month, a time to celebrate and highlight smart seafood choices, the spots will air on selected digital video platforms in Albany and Hartford-New Haven beginning Oct. 4, and continue through Oct. 29, and will be supported by paid digital and social media.
A second version of the spot uses the chicken to humorously spotlight Chicken of the Sea’s digital traceability program, which allows consumers to trace their seafood from ocean to plate. Certain digital banner ads feature a link to a rebate on Chicken of the Sea tuna products.
To view all the campaign videos, go to https://wdrv.it/c4d647e7d. Chicken of the Sea has established a dedicated “Fish Called Chicken” microsite to celebrate the limited-time campaign.
For more information on Chicken of the Sea, including products, recipes and the latest offers, go to www.chickenofthesea.com. To find Chicken of the Sea products at a supermarket near you, go to https://chickenofthesea.com/where-to-buy.