Hasta La Creative!

Long John Silver’s is on a crusade to get consumers to “Think fish.”

The chain is planning a major brand relaunch this year, starting with a new campaign this week with a new tagline, “Think fish,” that includes TV spots with environmental messaging. In one spot dubbed “Final frontier,” a voiceover narrates, “Anyone ever heard of free range?” with imagery of confined cows. The voiceover next says, “Get your next meal from the real frontier — fish sustainably harvested from the wildest place on earth.”

The spots were created by Louisville, Ky. agency Creative Alliance, and the campaign will also include national print coupon insertions in Sunday newspapers, online ads, social media and direct-to-consumer communication in restaurants.

Continue reading at AdAge.com