Rancho Cucamonga, California, U.S.A.-based seafood and surimi company Aquamar recently began rolling out its new branding campaign in the retail space, called “Chickensanity.”
According to a company release, the brand was inspired by the horror genre, branding repetitive chicken-based dinners as a dark reality in a branded video premiere. Additionally, the company unveiled the brand during Seafood Expo North America 15-17 March 2026 in Boston, Massachusetts, U.S.A. with a live fight between a fish mascot and a chicken mascot “boxing” in a ring with referees – the fish won.
"Consumers are hungry for more seafood, but too often, convenience and routine keep them reaching for the same meals," Aquamar CEO Daryl Gormley said in a release. "We're flipping that script. These new products are designed to make seafood easier, more exciting and more craveable than ever, bringing bold flavors, fresh inspiration and effortless convenience to the everyday meal. We want to give consumers a reason to rethink what seafood can be and make it something they're genuinely excited to put on the table."
Aquamar is attacking what they call “Big Chicken” in a brand partnership with ONE23WEST advertising agency. The idea behind the campaign is that comfort and reliability for American families can come through seafood-based dinners too, not just chicken. Instead of fearing seafood-based meals, Aquamar said it hopes American families can turn to their products as a safe and reliable choice for feeding families; just the same or more as they would for chicken-based meals.
"Big Chicken has spent decades making itself the easy answer to 'what's for dinner?'" Gormley said. "We're here to give people a more interesting answer. 'Chickensanity' is deliberately provocative because breaking the entrenched chicken habit requires more than another beautiful picture of seafood. It requires a reason to stop, rethink the routine and get excited about what's on the plate."
Aquamar’s brand rollout will begin in the Southeast U.S. and then expand to the West Coast and Midwest. Product offerings in the new rollout include Aquamar’s Pan-Seared Pacific Cod varieties; Crispy Scallop Bites; and Salmon Wellington with Cheddar, Lemon, and Spinach. Products are paired with the message that “every night can be seafood night,” encouraging consumers to think beyond chicken and towards seafood. It also follows Aquamar’s new branding, “Big Fish Energy,” with new logos, vibrant colors on packages, expanded portfolios, and “fuss-free” seafood products. Consumers can also find video campaigns aimed at “Big Chicken’s doorstep,” with slogans such as “Give Chicken the Bird” near fast-food establishments.
