LJS Launches Bold, Thought-Provoking Effort to Boost Seafood Consumption
Long John Silver’s, the world’s largest quick service seafood company, has launched a multi-pronged effort to encourage Americans to eat more fish. The effort, launched with provocative, thought-driven television ads, uses contrasting imagery of fish and land-based proteins like pork and beef. The television ads (http://www.youtube.com/user/longjohnslvrs?feature=watch) 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, KY, the ads are a bold, memorable 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,” said 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 (http://www.seafoodnutrition.org/), a non-profit 501(c) 3 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, tasty sides and desserts now has zero grams trans fat (http://www.ljsilvers.com/news-events). That move was praised by the Center for Science in the Public Interest and other health experts (http://www.cspinet.org/new/201401221.html). Last year, Long John Silver’s unveiled a portion of its website featuring Under 600 Calorie Meals (http://www.ljsilvers.com/food/under-600). All nutritional and ingredient information is available at the Long John Silver’s website (www.ljsilvers.com).
“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 (choosemyplate.gov/healthy-eating-tips/ten-tips.html) 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 (choosemyplate.gov/healthy-eating-tips/ten-tips.html). 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.
Long John Silver’s, America’s largest quick service seafood chain, was founded in Lexington, KY, in 1969 and moved its international headquarters to Louisville in 2003. Long John Silver’s provides franchise service, food innovation and marketing support to more than 1,250 Long John Silver’s restaurants located throughout the United States and in Asia. For more information, please visit www.ljsilvers.com.
