It had been so long since Long John Silver’s was relevant that people were starting to wonder if they were still in business.

Seafood isn’t something that people want all the time; it’s something they have to be in the mood for. So we triggered the seafood mood with a voice that was delightfully sea-obsessed. We took that voice and a love for puns to social, turning every interaction into an opportunity to talk about the sea. We didn’t stop there, though — we sea-ified the packaging, the website, the photography, and the TV spots. Anything we could get our fins on. That got people talking not just about seafood, but about Long John Silver’s again.