Industry News | February 12, 2014
Long John Silver’s Tells America to Think Fish
Long John Silver’s launched a multi-pronged effort to encourage Americans to eat more fish. The effort, launched with thought-driven television ads, uses contrasting imagery of fish and land-based proteins like pork and beef. The television ads will be supported by national print coupon insertions in Sunday newspapers, online ads, online social media campaigns, and direct-to-consumer communication in restaurants.
The television ads are the vanguard of a broader communication effort by Long John Silver’s to shake up the traditional way that the quick-service restaurant company communicates with consumers. 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. Produced by agency Creative Alliance, Louisville, Kentucky, the ads are a bold way to spark conversation about seafood. 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,” says Charles St. Clair, chief marketing officer. “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.”
As the largest seafood restaurant company in the U.S., Long John Silver’s is reasserting its leadership position and becoming a more vocal advocate for seafood consumption in the U.S. The company recently teamed up with the Seafood Nutrition Partnership, a nonprofit dedicated to inspiring a healthier America by raising awareness of the essential nutritional benefits of eating seafood.
Last month, Long John Silver’s announced that its entire menu of fish, chicken, sides, and desserts now has zero grams trans fat. That move was praised by the Center for Science in the Public Interest and other health experts. Last year, Long John Silver’s unveiled a portion of its website featuring Under 600 Calorie Meals.
“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,” St. Clair says. “The experts agree: Americans should eat more seafood and we’re making it easy to do that.”
Americans eat less seafood than citizens of many other nations even though nutrition experts recommend eating two servings of seafood per week. Long John Silver’s makes eating seafood convenient, affordable, and delicious. With options like baked cod or shrimp and sides like green beans, corn, and rice, Long John Silver’s gives consumers many options to build a meal that meets their needs.
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