LONG JOHN SILVER’S
Do they still exist?
Strategy, Branding, Packaging, Social, Advertising, Digital
LONG JOHN SILVER’S
Do they still exist?
Strategy, Branding, Packaging, Social, Advertising, Digital
Long John Silver’s came to us feeling lost at sea. Brand loyalty and awareness were (literally) dying off with their aging customers and they weren’t sure how to engage a new fish ‘n’ chips-loving fan base.
Their brand positioning as the alternative to burgers and chicken wasn’t working. So, they wondered if they should chart an entirely new course and advertise their (surprisingly) sustainable fishing practices as a way to differentiate from their fast food competitive set and compete more directly with healthier QSR seafood chains.
They knew they needed to do something because the number one question they got online was…
Our answer was simple:
For Long John Silver’s to indeed still exist, they needed to get back to the goodness with which they began. They needed to talk to their customers, new and old, about seafood in a way they could feel something about.
IOW:
THE IDEA:
SEA-IFY EVERYTHING.
SEA-IFY PACKAGING
SEA-IFY THE WEBSITE
SEA-IFY THE WEBSITE
SEA-IFY SOCIAL
We used social media as a proving ground (or maybe, playground) for their new brand. Our sea-chanty-chic visuals, big personality, and newfound voice (dubbed “fish schtick”) were put to work to breathe life into the Long John Silver’s social seas.
And then...people started to take notice. We weren’t forgotten any longer. We were owning the conversation. It was like magic.*
*It wasn’t magic. Magic isn’t real. It was just BrandBehaviorism™hard at work.
SEA-IFY LENT
We rode the wave of this momentum right into the single most important time of year for Long John Silver's: Lent.
The social foundation jump-started a one-of-a-kind Lent coupon campaign that was timely, different, and delightfully weird.
SEA-IFY SEAFOOD SEASON
When you love seafood as much as we do, summer is the most wonderful time of the year. Merry Fishmas to all!
