Chicken of the Sea celebrates Centennial
With One of the Largest Cause-Related Initiatives
in Consumer Packaged Goods History
This year Chicken of the Sea celebrates its 100th anniversary as a leading provider of healthy, delicious and sustainable seafood with its “100 Years of Good” initiative. The San Diego-based company provides tuna, salmon and seven other varieties of seafood in cans, cups and pouches, as well as innovative new products consistent with seafood’s growing status as a healthy ‘new’ protein choice in America.
The foundation for this initiative is rooted in the company’s core values of health, nutrition and convenience. For the past century Chicken of the Sea has consistently provided quality products and supported the American community through operating a socially responsible corporation. Said Chicken of the Sea COO David Roszmann, “We’ll be using our Centennial as an opportunity to shine the light on those everyday American heroes that are making a real difference where they live through community philanthropy, revitalization or other selfless acts of service. This pledge to pay it forward is simply an outgrowth of our long-term corporate culture of giving back.”
Chicken of the Sea wanted to try something different to celebrate its Centennial and set itself apart from the competition. Amusement Park worked closely with the brand’s other marketing agencies to develop one of the largest cause-related initiatives in consumer packaged goods history designed to boost awareness for the seafood provider through national media placements that go beyond the everyday recipe story or cooking segment.
The consumer knows about Chicken of the Sea and is loyal to the product category. However, consumers need to be reminded of the brand’s long-standing history and commitment to operate a socially and environmentally responsible business. Therefore, rather than talk about itself for a year, Chicken of the Sea chose to celebrate its 100th anniversary by paying it forward.
Chicken of the Sea invited consumers to engage in an ongoing conversation this year through multiple tactics, such as: a contest to name the famous mermaid, nominations to receive $10,000 Gratitude Awards, and multiple traditional and social media efforts. A major initiative within this year’s national campaign has been to publicize the “Great American Gratitude Tour,” designed to take the brand’s iconic story, recipes, culinary traditions and pay-it-forward spirit to Americans in 39 cities coast to coast. Along the six-month tour, Chicken of the Sea is investing $1 million dollars in Gratitude Awards in 100 charitable individuals and nonprofits to empower them to continue their grassroots community service.
Four months into the tour, the groundbreaking “100 Years of Good” campaign and its Great American Gratitude Tour has helped build upon Chicken of the Sea’s stance as an industry leader while re-enforcing its commitment to American culture.
So far, 1.7 billion impressions have been achieved with PR
efforts through mediums including television, radio,
print and online outlets
13 major U.S. markets (including Los Angeles, Chicago, NYC,
Dallas and Detroit) have featured Chicken of the Sea in morning news
shows, as well as in daily newspaper outlets, magazines and more,
with more on the horizon before Labor Day
National television segments were secured on
Fox & Friends, Better TV and The Daily Buzz