Chicken of the Sea Capitalizes on a Pop Culture Moment

Chicken of the Sea has partnered with Jessica Simpson for a campaign touting its new Wild Caught Tuna and Salmon packets. The fun spot references the time Simpson was famously, and adorably, confused by the brand’s packaging. But that was over 20 years ago – why enlist her now? Griffin Raasch, Director of Marketing at Chicken of the Sea, explains.

 

Has Chicken of the Sea considered partnering with Jessica Simpson before now?

Jessica Simpson had an iconic line on reality TV asking, “Is this chicken…or is this fish?” in reference to Chicken of the Sea, and the brand has become synonymous with her ever since! The silliness of the moment made it instantly famous in pop culture and it’s something we’ve been eager to bring back into the limelight ever since.

2023 was a big year for Chicken of the Sea.  In January, we launched a rebrand that modernized our packaging and mermaid, Catalina. Equally exciting, in October, we launched our newest innovation – tuna and salmon packets in partnership with the flavor trendsetters at McCormick. It felt like the perfect time to partner with Jessica to shine awareness of our delicious new products and refreshed look and feel.

How did Jessica’s daughter become part of the spot?

Since brainstorming the idea, we always envisioned that her kids would be part of this iconic partnership. Chicken of the Sea prides itself on making nutritious, protein-packed foods that the whole family can enjoy together, so it made perfect sense for Maxwell to join in on the fun. 

How does the ad compare to your initial concept? Any changes along the way?

The final spot was even funnier than we ever imagined! Jessica and her team were very collaborative, and she did a phenomenal job of encouraging viewers to laugh along with the Chicken of the Sea fans about this classic TV moment. 

Related Stories

Cynopsis 10/23/25: PBS Is Down for the Count

Thursday October 23, 2025    IN THE NEWS NFL commissioner Roger Goodell is standing by the league’s choice of Puerto Rican Grammy winner Bad Bunny for Super Bowl halftime performer despite backlash. “He’s one of the leading and most popular entertainers in the world,” said Goodell on Wednesday. “That’s what we try to achieve… It’s […]

10/22/25: Cynopsis Jobs

jobs7

Wednesday October 22, 2025 CONVERGENT TV WORLD 2026 Your Brand Belongs on This Stage At Convergent TV World 2026, decision-makers from media, marketing, and technology unite to shape the next era of video. Showcase your thought leadership—become a sponsor today. Registration opens Nov. 3. LEARN MORE    FEATURED JOB NATIONAL SALES MANAGER>> […]

Cynopsis 10/22/25: Apple TV Sets Premiere Date for “Shrinking”

Wednesday October 22, 2025    IN THE NEWS Warner Bros. Discovery announced “a review of strategic alternatives to maximize shareholder value” – aka it is up for sale. WBD said it had recently received “unsolicited interest” from “multiple parties for both the entire company and Warner Bros.” alone. While WBD – which has rejected bids […]

Cynopsis 10/21/25: Food Network Gets Out of “The Kitchen”

Tuesday October 21, 2025    IN THE NEWS Amazon Web Services suffered a major outage on Monday, impacting Amazon, Venmo, Facebook, Google, and some airlines and banks, among many others. While Amazon reported seeing signs of recovery early in the morning, connectivity issues persisted. According to AWS, the problem stemmed from a Domain Name System […]

10/20/25: Cynopsis Media Tech Update

apple Tech

Monday October 20, 2025 Amazon Web Services reported a major outage on Monday morning, taking down websites including Amazon, Disney+, Reddit, and The New York Times, among others. A notice on AWS’ status page said it was experiencing DNS problems with its database service DynamoDB. “There’s no sign that this AWS outage was caused by […]

CynCity

Cynsiders

Instagram