Chicken of the Sea aims to modernize its brand and boost sales with new product launches and revitalized brand marketing.
The Thai Union-owned canned seafood brand recently launched a new Infusions ready-to-eat tuna cup line, and brought on a new brand team and creative agency: New York, New York-based David & Goliath.
“The Chicken of the Sea brand is more than 100 years old and all brands need to stay relevant with new generations of consumers,” Diego Isaza, vice president of marketing for Chicken of the Sea, told SeafoodSource. “We also are fortunate to have an innovation pipeline that is rich in updated and new products that we will be soon rolling out, so the timing for a new campaign is ideal.”
Out of the top three tuna suppliers, Chicken of the Sea ranks third in annual sales, at around one-third of StarKist’s sales, according to AdAge, which cited EuroMonitor data showing Chicken of the Sea's 2017 sales fell 1.6 percent to USD 242.4 million (EUR 210 million) in 2017. At the same time, StarKist’s sales dropped 0.8 percent to USD 733.3 million (EUR 636 million) and Bumble Bee’s fell 0.2 percent to USD 481.9 million (EUR 418 million) in 2017.
As Chicken of the Sea’s sales have dropped, it has concurrently reduced its spending on advertising. Chicken of the Sea's U.S. measured media spending was slashed from USD 2 million (EUR 1.7 million) in 2016 to USD 513,500 (EUR 445,000) in 2017, according to Kantar Media. Meanwhile, StarKist spent USD 16.3 million (EUR 14 million) on measured media in 2017 - a decrease from USD 17.5 million (EUR 15 million) in 2016.
However, new marketing and product launches may help Chicken of the Sea turn things around. One of the new lines that Chicken of the Sea executives are focusing on is its Infusions cups, single-serve tuna in four flavors. A fork is included under the resealable lid, and the 2.8-ounce container fits in a car cup holder. Flavors include: Lemon and Thyme, Sundried Tomatoes, Basil, and Thai Chili.
Infusion’s roll-out to U.S. retailers is just starting and will continue through 2019, Isaza said.
The company is also expanding distribution of its Yellowfin Tuna Slices, launched at Seafood Expo North America in March. Billed as the “world’s first pre-sliced, pre-seasoned tuna slices” made from whole yellowfin tuna loins, Chicken of the Sea is marketing the product to foodservice operators.
Meanwhile, new ad campaigns will be focused on revitalizing the Chicken of the Sea brand and reaching a new generation, according to Isaza.
“This is an exciting time for our brand. Chicken of the Sea has tremendous heritage we can build on. However, we see great opportunities to strengthen the relevance of our brand by bringing exciting innovation to the category, educating consumers in our great product benefits, and showcasing the work and commitment of our company in sustainability,” Isaza said.
"To bring these opportunities to life, we have been building a new brand team and agency roaster with a strong and diverse set of skills and experiences,” he added. David & Goliath is the “right partner to help us create breakthrough communication campaign that allows us to contemporize the brand to win with millennials, and give all consumers new reasons to embrace seafood and Chicken of the Sea in their diets.”
While declining to offer many specifics on upcoming ad campaigns, Isaza said, “With our focus on innovative products and brand revitalization, the messaging lends itself to an audience that consumes its media digitally and at point of purchase."
David Angelo, founder and chairman of David & Goliath, told AdAge that Chicken of the Sea will do incremental advertising across multiple channels.
Last year, Chicken of the Sea’s ad campaign played on the “Is Chicken of the Sea chicken or fish?” question made popular by Jessica Simpson, featuring a talking chicken.
