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. 

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