Chicken of the Sea launches new campaign (video)


Chicken of the Sea, via Campbell-Ewald, is launching a new campaign featuring the iconic Mermaid in a series of radio spots and online video and that bring her to life as an animated and talking character. Dubbed “Mermaid on a Rock,” the effort will leverage the brand’s heritage, while also allowing consumers to get to know the Mermaid and her personality. The radio ads will air nationally on Rachael Ray, Ryan Seacrest, Dr. Phil and American Country Countdown with Kix Brooks. Rebecca Howe, Chicken of the Sea spokesperson, tells RBR-TVBR the national buy started 2/28 targeting women 25-54 and married with children: “The radio spots will be featured on programs that typically appeal to this demographic and in addition to the shows provided in the release, will also run during Kidd Kraddick, Steve Harvey Show, Crook & Chase and Big D & Bubba Country.”

The online videos will air on CBS Interactive and ABC Digital’s family of websites, in addition to Hulu, Katz 360 and VideoEgg. They begin 3/1.

The commercials will showcase the Mermaid’s interactions with different characters while she sits on a rock in the sea sharing her wisdom about eating healthy and cooking delicious meals. The brand’s catchy jingle will also play a starring role in the video and radio spots.

Other aspects include social media activities via Twitter and Facebook, online gaming and mobile apps.

See the video spot here: