The thought of a restaurant chain running the same television commercial promoting a single menu item might make some marketing executives nervous. Will the message be sustainable and resonate in the minds of guests? In the case of Culver's and its commercial promoting its North Atlantic Cod, the answer is a resounding yes.

Since 2011 and before the spot titled "Hand Battered Perfection" began its four-year run in 2012, Culvers has grown annual cod sales by over 62 percent. In the new spot, Culver's cofounder Craig Culver and a fifth-generation fish exporter take guests to the icy Barents Sea to demonstrate the process of hand battering, breading, and dressing the North Atlantic Cod Filet for each sandwich.

"We wanted to show people the place where we source our fish," says David Stidham, vice president of marketing at Culver's. "North Atlantic Cod is just an amazing success story for us, and we can't wait to see how we can top it this season."

The new Cod spot is now airing in many markets will be airing in all of Culver's TV and cable markets by February 22.

Also this month, Culver's is featuring the Northwoods Walleye. Culver's crispy Northwoods Walleye is available for a limited time only to ensure sourcing is sustainable and safe. Northwoods Walleye and North Atlantic Cod are available as dinners with the choice of two sides. Both are also available as sandwich value baskets with a side and a beverage.