Long John Silver's has launched a multipronged effort to encourage Americans to eat more fish. According to a news release, the new campaign uses contrasting imagery of fish and land-based proteins such as pork and beef to "shake up the traditional way the quick-service restaurant company communicates with its consumers."
The campaign includes TV ads that will also be supported by national print coupon insertions in Sunday newspapers, online ads, online social media campaigns and direct-to-consumer communication in restaurants. Three ads were released this week titled: Methane, Marinated Pork and Final Frontier. The ads can be seen on cable networks like Discovery, HGTV, The Weather Channel, TNT, ESPN2, USA Network and TBS.
They were produced by agency Creative Alliance in Louisville, Ky., and more ads are in production.
"Over the last two years, we've been evolving our menu and communications to contemporize the brand and make it more relevant for how consumers eat today," said Charles St. Clair, CMO. "These new ads are designed to help consumers understand that something new is happening at Long John Silver's. We've introduced more non-fried entrees like our Zesty Asian or Creamy Garlic Baked Cod and Shrimp and more portable choices like the premium Ciabatta Jack Fish Sandwich and our new Dippin' Fish Strips for on-the-go customers."
Long John Silver's is focused on "reasserting its leadership position and becoming a more vocal advocate for seafood consumption in the U.S.," the release said. The company recently teamed up with the Seafood Nutrition Partnership, a non-profit organization dedicated to raising awareness of the essential nutritional benefits of eating seafood.
"We offer a variety of seafood choices including baked cod and baked shrimp to satisfy a broad range of consumer taste options from indulgent to lighter tasting," said St. Clair. "The experts agree: Americans should eat more seafood and we're making it easy to do that."
Read more about marketing and promotions.