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 02/22/24: Apple launches Apple Sports for iPhone

Apple launches Apple Sports for iPhone

Thursday February 22, 2024 Today’s Premieres Bravo: Summer House at 9p Max: Jellystone Netflix: Avatar: The Last Airbender; Death in the Dorms IN THE NEWS Comscore released an enhancement of its cross-platform audience measurement solution, Comscore Campaign Ratings. Comscore Campaign Ratings Local (CCR Local) gives advertisers access to deduplicated audience measurement at the local market […]

Cynopsis Esports 2/22/24: Embracer CEO causes uproar; Team owner sues Call of Duty League; Super Bowl ads shift away from gaming

Thursday February 22, 2024 Good morning! It’s Thursday and this is your early morning Esports and Gaming brief. Gaming conglomerate Embracer Group’s restructuring is in “the final stretch,” but the company’s messaging could use some major work moving forward after CEO Lars Wingefors said its No. 1 value is to “maximize shareholder value in any […]

02/21/24: Cynopsis Jobs


MANAGER, CONSUMER MARKETING TV One SILVER SPRING, MD – HYBRID REMOTE Contribute strategic thinking and new ideas to the building and development of consumers promotions and marketing campaigns and work on marketing strategies, in partnership with the internal research team and media agency, for programming initiatives to inform our understanding of the target audience. Full […]

Cynopsis Digital Out of Home 02/21/24: Hypermedia does Dubai; AdQuick strikes a deal with Crackle Connex; CTI acquires Vistacom

Wednesday February 21, 2024 Hypermedia inked a 10-year deal with developer Nakheel granting Hypermedia, a subsidiary of W Group Holding, media rights and development privileges for Nakheel’s communities and assets across Dubai. The digital network to be installed across Palm Jumeirah features various formats, from digital unipoles at the entrance to large panels along the […]

Cynopsis 02/21/24: Fubo suing Disney, Fox and WBD over joint venture

Fubo suing Disney, Fox and WBD over joint venture

Wednesday February 21, 2024 Today’s Premieres AppleTV+: Constellation; Messi’s World Cup: The Rise of a Legend Netflix: Can I Tell You a Secret? History: Pawn Stars Do America at 8p; Pawn Stars at 10p Disney+: Star Wars: The Bad Batch Today’s Finales Freeform: Chrissy & Dave Dine Out at 9:30p Paramount+: The Family Stallone IN […]