Chicken of the Sea last week continued to roll out its new marketing campaign featuring the Mermaid as an animated and talking character.
The latest installment, a video titled “Pirate,” showcases the Mermaid interacting with a pirate while sitting on a rock in the sea. The pirate is searching for his elusive treasure, and in the meantime learns of the many health benefits of tuna.
The commercial will air on CBS Interactive, DBGroup, ABC Digital’s family of websites, in addition to Hulu and VideoEgg.
“Two months ago, we kicked off our campaign to reintroduce the Mermaid and give her a personality that further personifies the Chicken of the Sea brand,” said John Sawyer, senior VP of sales and marketing for Chicken of the Sea. “While out brand hallmarks have always been to provide consumers with healthy, nutritious and convenient seafood options, this new campaign and direction for the Mermaid allows us to have fun with out consumers while reminding them of the many benefits of adding seafood as a regular part of their diets.”
In addition to online videos, other aspects of the campaign include radio commercials, social media activities via Twitter and Facebook, online gaming platforms and a contest.
