New-generation Chicken of the Sea Mermaid Connects With Fans

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New-generation Chicken of the Sea Mermaid Connects With Fans


Chicken of the Sea has launched an integrated campaign starring its famous Mermaid in a series of online video and radio commercials that reintroduce her as an animated, talking character. The campaign, called “Mermaid on a Rock,” will leverage the San Diego-based brand’s rich heritage while enabling consumers to get up close and personal with the advertising mascot.

In the commercials, the Mermaid will interact with various characters as she sits on a rock in the sea dispensing advice on healthy eating, cooking meals and why people should eat Chicken of the Sea shelf-stable seafood, which, in addition to tuna, consists of salmon, crab, shrimp, oysters, clams, mackerel and sardines. The brand’s infectious jingle will also feature in the spots.

“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,” noted Chicken of the Sea SVP of sales and marketing John Sawyer. “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.”

As well as the ads, the campaign encompasses social media activities via Twitter and Facebook, online gaming platforms and mobile applications. All of these efforts will be backed by public relations, media relations activities and outreach to the Mermaid Club, Chicken of the Sea’s online affinity group of more than 150,000 members.

The online videos are airing on CBS Interactive and ABC Digital’s family of websites, along with Hulu, Katz 360 and VideoEgg. The radio ads are airing nationally during the syndicated shows of such popular hosts as Rachael Ray, Ryan Seacrest, Dr. Phil and “American Country Countdown’s” Kix Brooks.

The Mermaid’s makeover for the Internet age isn’t her first. Since her debut Chicken of the Sea’s product labels back in 1952, the mascot has undergone four previous transformations. Curious fans can check out her updates over the years at To see the online videos, visit

Warren, Mich.-based ad and digital communications agency Campbell-Ewald developed the campaign, and the commercials were directed by Jeremy Konner with global production company Partizan.