Legal sticks with edgy, humorous advertising

Known for its edgy, humorous approach to marketing, Legal Sea Foods on Friday rolled out its latest advertising campaign over an array of mediums, including print, TV, radio and the Web.

The campaign was created by the U.S. East Coast seafood chain’s ad agency, DeVito/Verdi of New York, and will run though the fall. Many of the ads feature Legal President and CEO Roger Berkowitz.

For example, in one of the radio spots, Berkowitz says, “If your girlfriend likes a restaurant that doesn’t check its fish for impurities, don’t get serious. Girls who like dirty things are fun to date, but you don’t want to marry one. Trust me.”

Click here to listen to the radio spots.

Last year’s ad campaign pit the issue of sustainability against the act of eating seafood. The campaign was designed to ignite a constructive debate about seafood sustainability, but some in the environmental community took issue with the campaign’s tone and message.

The Boston-based company operates more than 30 restaurants along the East Coast.

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