News

Long John Silver's launches digital campaign

August 18, 2016

Long John Silver's this week debuted a new campaign using a variety of online channels, according to a company press release. The campaign revolves around a core of three "Spoken Cinema" pieces performed by artist Steve Connell that focus on sustainability, quality and family.

"The conversations about food in America have changed rapidly," said Marilyn Nicholson, vice president of marketing, media and promotions for Long John Silver's. "The format of these pieces in combination with a robust digital deployment will allow us to tell our brand story in a different way and engage a broader audience with more substantive content. We're hoping to reach that audience with a depth of content that traditional QSR advertising limits."

The campaign will launch on Facebook, YouTube, Twitter and edited Vines with paid flights running into the fall, the release said. All content will be linked to the ljsilvers.com website and to unique micro-site links for each piece, starting with sustainabilityljs.com. The campaign will also be supported by email and in-store signage. Budget details of the campaign were not released, but the company estimated it would reach millions of consumers with its initial push.

First to launch of the trio will be a piece on sustainability. Long John Silver's said its primary products are 100 percent wild-caught Alaskan cod and pollock from the best-managed fishery in the world.

The second in the series is a piece about food and quality, highlighting that nourishment is bigger than appetite, the release said.

The third in the series is about family and food that celebrates the meaning of sharing a meal, as well as the idea that many people are part of Long John Silver's, including anglers, farmers, owners and crews who bring products to customers, the release said.