SAN DIEGO--(BUSINESS WIRE)--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.
About Chicken of the Sea
Founded in 1914, Chicken of the Sea (COS) is a leading provider of healthy, delicious and responsibly sourced seafood, offering not only a robust product line but the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity. 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 uses responsible fishing practices to source 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.
Follow the Mermaid on Facebook at www.facebook.com/ChickenoftheSea, on Twitter at https://twitter.com/COSMermaid and on Instagram at http://instagram.com/ChickenOfTheSeaOfficial.
