Long John Silver’s, the quick-service seafood brand, is taking bold steps this summer to invite consumers to enjoy seafood more often through a series of special offers, a new line of menu items, and a unique ad campaign showcasing the classic seafood menu that first made it famous.

It’s all happening under the theme of America’s Fish Fry—a new advertising campaign that captures the essence of a beloved American tradition.

“The fish fry is a custom that nearly everyone has experienced, and it evokes a feeling of nostalgia and community,” says Mike Kern, CEO of Long John Silver’s. “Thanks to Long John Silver’s, guests don’t have to wait until Friday evening to enjoy classic seafood like crispy, golden fish; natural-cut french fries; and savory hushpuppies. Long John Silver’s is America’s Fish Fry, and everyone is welcome to come and satisfy their seafood craving at our restaurants any day of the week.”

Last month, Long John Silver’s gave consumers a taste of America’s Fish Fry when it offered Free Fish & Fries to each person who visited its stores for lunch on Saturday, June 28, from 11 a.m. to 3 p.m. As a result, the 45-year-old seafood brand served more than 68,000 pounds of fish and 122,000 pounds of french fries to some 530,000 guests.

“Long John Silver’s experienced a great turnout for Free Fish & Fries,” Kern says. “It was our way of saying ‘thank you’ to the loyal customers who have made us America’s favorite quick service seafood brand. Free Fish & Fries also gave us an opportunity to reconnect with guests who hadn’t visited us in a while. The broader campaign for America’s Fish Fry is our way of building on that momentum, and we have more great offers to come.”

Some of these new offers include a week of $1.99 Fish & Fries from July 14 to July 20. The first in a series of new ads featuring America’s Fish Fry and promoting this offer premiered earlier this week and can be viewed on Long John Silver’s YouTube channel.

“Earlier this year, Long John Silver’s set out to encourage Americans to eat more seafood,” Kern says. “America’s Fish Fry is a continuation of that effort and we’re making it easier than ever for our guests to enjoy the delicious, affordable seafood they love and crave.”

Other offerings include a new Cod Basket—featuring two pieces of new premium-cut Alaskan Cod, natural-cut french fries, and two hushpuppies—at a value of $4.99.

A new line of creamy soups, salads, and Ciabatta Jack sandwiches will be a great fit for guests looking for a new take on their favorite seafood tastes. The new menu line includes Broccoli Cheddar Soup, Clam Chowder, a Chopped Chicken & Cranberry Salad, Seafood Salad, and Ciabatta Jack Fish, Chicken, or Seafood Salad Sandwiches. All soups, salads, and sandwiches are prepared with the perfect balance of ingredients, and guests who find it difficult to choose just one entrée can opt to “Hook 2” and craft the perfect meal from their favorite two new items.

Marketing & Promotions, Menu Innovations, News, Long John Silver's