Chicken of the Sea links up with Jessica Simpson in appeal to Millennials

Jessica Simpson eating from a Chicken of the Sea tuna packet.

Chicken of the Sea has formed a partnership with recording artist Jessica Simpson to appeal to Millennials and younger demographics.

The campaign and a recently launched sweepstakes are also a way for the El Segundo, California, U.S.A.-based shelf-stable seafood firm, owned by Thai Union Group, to promote its grab-and-go Chicken of the Sea Wild Caught Tuna and Salmon packets launched last fall.

Simpson, a singer, actress, and reality television star, “relies on lean protein to help keep her fueled and on-the-go,” Chicken of the Sea said in announcing the partnership. She will help promote the company’s new campaign, ‘Chicken of the Sea, It's the One for Me’ and the company’s tuna packets, “a rich source of protein with 100 calories or less and over 100 mg of omega-3s, delivering high quality, responsibly sourced protein that fits into Jessica's busy lifestyle and allows her to eat healthy and live happy without compromise.”

“Chicken of the Sea has always been a fan of Jessica Simpson – especially since her iconic Is it chicken…or is it fish?’ question, and we have been looking for the perfect time to work together,” Chicken of the Sea Marketing Director Griffin Raasch told SeafoodSource. “With the launch of our tuna and salmon packets and our new campaign…this felt like our moment.”

Between the resurgence of early 2000s pop culture and the release of the new packets, Chicken of the Sea executives were searching for a partner with a busy lifestyle, “looking to find ways to fit lean, flavorful protein into their routine,” Raasch said.

Over the past 20 years, that moment in pop culture history has impacted a variety of age groups, from the Millennials who experienced it in real time to subsequent generations who saw it in GIFs and other pop culture media, Raasch said.

“We felt that this partnership was the perfect way to spread awareness about our rebrand that modernized our packaging and beloved mermaid, Catalina, and our partnership with McCormick that led to the innovation of our new wild-caught tuna and salmon packets that are perfect for on-the-go, busy individuals and families alike,” Raasch said.

Last January, Chicken of the Sea debuted its first rebrand in 20 years, which featured a Wild-Caught Happiness” marketing campaign and a logo redesign featuring a modern illustration of its mermaid mascot to better embody the inspiring character she has always been,” the company said at the time.

The companys rebrand and new packaging graphics was designed to further attract new and loyal shoppers to the brand, as the design is much easier to shop at shelf,” according to Chicken of the Sea International Executive Vice President Commercial Andy Mecs. The aim of the revamp and marketing campaign is for consumers to experience Chicken of the Sea through its new brand lens: Eat Healthy. Live Happy,” Mecs told SeafoodSource last January.

As part of the new partnership with Simpson, Chicken of the Sea is hosting the "It's The One for Me" Sweepstakes, allowing entrants a chance to win USD 10,000 (EUR 9,220).

Through the end of February, fans can enter by submitting photos and videos showcasing “all the places and recipes great tasting seafood can bring you and your tastebuds,” Chicken of the Sea said.

Photo courtesy of Chicken of the Sea


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