News

Long John Silver's introduces new tagline: 'That's What I Like'

October 17, 2012

Long John Silver's has introduced a new ad campaign and tagline, "That's What I Like."

The campaign was created by Louisville, Ky.-based Creative Alliance with an objective of highlighting the appealing aspects of the brand and mirroring statements made by actual customers as determined through months of consumer research.

This rebranding represents the first new major marketing effort on behalf of Long John Silver's since it was purchased in late 2011, by LJS Partners LLC, a Louisville-based buyers group of franchisees and private investors.

"Our core customers love our brand and count on us to deliver great tasting seafood every day," said Charles St. Clair, Long John Silver's chief marketing officer. "We've created a campaign that speaks to them in a relevant way, but that will also resonate with our less frequent users who are looking for great tasting seafood offers."

The initial roll-out of the campaign includes network media placement, promotions, free-standing inserts, direct mail, digital and social media. The communications include a modernized version of a previous brand logo, a graphic design with the traditional brand colors of blue and yellow, and messaging that features popular menu items.

"Long John Silver's is an iconic brand and we want to help them celebrate the very essence of who they are," said Creative Alliance CEO Debbie Scoppechio. "This campaign helps celebrate the positive aspects of the brand while contemporizing its value and positive effects on today's lifestyles. We're making Long John Silver's as relevant to today's customers as it was when it opened its doors."

The campaign was introduced to franchisees in September at Long John Silver's annual convention. It is already up and running in most markets and will complete its initial roll-out by the end of October. The campaign is designed to be ongoing.

Long John Silver's is a 43-year-old chain with a system of more than 1,300 stores in the U.S. and Asia.

Read more about marketing and branding initiatives.