Under the leadership of newly named Chief Marketing Officer Jonathan Muhtar, alongside new agency of record TM Advertising, Captain D's has launched a branding campaign with the tagline: "When you love seafood this much, it's gotta be D's."

Muhtar and TM Advertising were both added to the Captain D's team in December.

"In partnership with TM, we conducted consumer research and spent time in our restaurants to gain insights into the brand and our guests," Muhtar said. "Based on what we learned, we repositioned the branding and creative content for our point-of-purchase and TV commercials."

The company's research showed that guests like Captain D's style of food and preparation, as well as menu variety and friendly environment. Consumers also said they believe the chain provides a better value than other restaurants.

For these reasons, D's has launched campaign which focuses on its brand strengths, Muhtar said.

To launch the campaign, TM created three commercials, all set to air regionally beginning this week. The commercials feature different characters all showing their love for the brand in witty ways.

Also as a part of the full campaign launch, D's launched its new $4.99 Full Meal Deals, including its biggest fillet ever, the Southern-Style White Fish Dinner, as well as the Two Piece Hand-Breaded Flounder Dinner and the 12-Piece Butterfly Shrimp Dinner.

The first commercial can be seen here:

Each of these marketing initiatives comes on the heels of a busy year for Captain D's. Alongside what CEO Phil Greifeld, calls his "A-Executive Team," Captain D's concluded fiscal 2011 with positive system wide same-store sales growth for the first time since 2003.

"To be same-store sales positive for the first time in eight years is a testament to our heightened level of execution and our focus on improving guest satisfaction," Greifeld said. "Our positive sales momentum is building and we look forward to a terrific 2012 for the D's brand."

Captain D's operates and franchises 527 restaurants in 25 states.

Read more about marketing and branding.

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