Chicken of the Sea on Tuesday announced a new integrated marketing campaign featuring its iconic Mermaid in a series of online video and radio advertisements.
For the first time in more than 30 years, the Mermaid will come to life in video as an animated character in the “Mermaid on a Rock” campaign.
The commercials will showcase the Mermaid’s interactions with different characters as she sits on a rock in the sea sharing her wisdom about eating healthy, cooking and why Chicken of the Sea seafood is an important part of anyone’s diet.
In addition to the commercials, the campaign includes social media activities via Twitter and Facebook, online gaming platforms and mobile applications. These efforts will also be supported by public relations, media relations activities and outreach to the Mermaid Club, Chicken of the Sea’s online affinity group.
The online videos will air on CBS Interactive and ABC Digital’s family of websites, in addition to Hulu, Katz 360 and VideoEgg. The radio ads will air nationally during syndicated programs such as Rachael Ray, Ryan Seacrest, Dr. Phil and American Country Countdown with Kix Brooks.
“The Chicken of the Sea Mermaid has been around for nearly 60 years, and during this time she has become synonymous with health, nutrition and convenience,” said John Sawyer, the company’s senior VP of sales and marketing. “Through this campaign, we are using our timeless icon to further personify the Chicken of the Sea brand and engage with consumers in a fun and new way. You’ll also start seeing the Mermaid involved in current events and pop culture through various social media channels.”
