Effort Underscores LJS’ Commitment to Sustainability, Quality
Long John Silver’s this week debuted a new campaign designed to broaden the brand’s conversation with current and future customers using a variety of online channels. The campaign revolves around a core of three dramatic “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 Marketing, Media, & 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. All content will be linked to the www.ljsilvers.com flagship website and to unique microsite links for each piece, starting with www.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 primary products are 100 percent wild-caught Alaskan Cod and Pollock from the best-managed fishery in the world. The waters of the Northern Pacific and stocks of Cod and Pollock are continually monitored and fishing quotas adjusted to protect the strength of the species. Shot on location in and off the shores of Alaska, the piece portrays the beauty and drama of the pristine waters from which the fish are caught.
The second in the series is a piece about Food and Quality underscoring the fact that nourishment is bigger than appetite. The third in the series is about Family and Food which celebrates the meaning of sharing a meal together and that many people are part of the Long John Silver’s family, the fisherman, farmers, owners, and crews who are engaged in bringing quality products to customers. All three spoken cinema pieces can be viewed and shared on YouTube, ljsilvers.com, Facebook, and Twitter.
Spoken Cinema is a new experiential platform that communicates through spoken word, an original score and dynamic visuals. Spoken Cinema is a trademark of Nashville-based GoWest Creative (www.gowestcreativegroup.com), the agency that created the Long John Silver’s work. The videos feature artist Steve Connell (www.steveconnellcreates.com). Cincinnati-based Marsh Brand Partners (www.marshideas.com) supported the digital roll-out of the Spoken Cinema work.
Long John Silver’s is a classic American brand founded in 1969, and stands today as the nation’s largest quick-service seafood chain with more than 1,000 restaurants in the U.S. Long John Silver’s is famous for its pure, wild-caught Alaskan whitefish hand-dipped in our signature batter and lightly fried to golden perfection. Learn more at www.ljsilvers.com or join the conversation via social media on Twitter, Facebook, or Instagram.