Emily Carter
Chicken of the Sea partnered with Jessica Simpson to promote its new grab-and-go tuna and salmon packets. The campaign, which included a sweepstakes with a $10,000 prize, aimed to appeal to millennials and younger demographics by leveraging Simpson's iconic 2003 mix-up of chicken and tuna. In the ad, Simpson and her daughter Maxwell poked fun at the incident, with Simpson saying, It's called Chicken of the Sea. But it's not really chicken – it's tuna, so don't get confused by it. The campaign was a success, generating buzz and reaching a wide audience through YouTube and other social media platforms.
| Characteristics | Values |
|---|---|
| Company | Chicken of the Sea |
| Celebrity | Jessica Simpson |
| Celebrity's Role | Recording artist, singer, actress, reality TV star, fashion designer, business mogul, mom, artist, and entrepreneur |
| Campaign | "Chicken of the Sea, It's the One for Me" |
| Product | Chicken of the Sea Wild Caught Light Tuna Packet with Ghost Pepper |
| Target Audience | Millennials and younger demographics, health-conscious users, and fans of Jessica Simpson |
| Prize | USD 10,000 |
| Ad Format | Vertical videos |
| Ad Platforms | YouTube, Instagram, TikTok, CTV |
| Ad Agencies | Ignited, Pixability, Reach Agency |
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What You'll Learn
- Chicken of the Sea's campaign with Jessica Simpson was one of the most talked-about campaigns of 2024
- Chicken of the Sea's partnership with Jessica Simpson aimed to appeal to Millennials
- Jessica Simpson and her daughter recreated her iconic tuna-chicken mixup in the Chicken of the Sea ad
- Chicken of the Sea's marketing director Griffin Raasch said Simpson was a fan of the brand
- Chicken of the Sea's campaign with Jessica Simpson was focused on its new tuna and salmon packets
Chicken of the Sea's campaign with Jessica Simpson was one of the most talked-about campaigns of 2024
The campaign, created in partnership with media agency Ignited and YouTube partner Pixability, utilized a combination of horizontal and vertical ad creatives. The vertical videos outperformed the horizontal ones, with the top-performing ad featuring an interaction between Jessica and her daughter, Maxwell. The ad poked fun at Simpson's infamous mix-up of chicken and tuna from her 2003 reality show, 'Newlyweds: Nick and Jessica'. In the ad, Simpson clarifies that "It's called Chicken of the Sea, but it's not really chicken – it's tuna, so don't get confused by it."
The campaign was launched on YouTube and Instagram, with the majority of the budget allocated to reach a TV-like audience on YouTube. The campaign generated buzz and successfully reached a wide range of consumers in the U.S. It also encouraged fans to submit photos and videos showcasing how Chicken of the Sea products enhance their lives, with a chance to win USD 10,000.
The partnership between Chicken of the Sea and Jessica Simpson was a natural fit, as the brand has always been a fan of Simpson, especially after her iconic question. The campaign's message, "Chicken of the Sea, It's the One for Me," highlighted the convenience and nutritional benefits of the brand's new tuna and salmon packets, appealing to consumers seeking lean, flavorful protein options.
Overall, the Chicken of the Sea campaign with Jessica Simpson was a successful and talked-about initiative that effectively promoted the brand's new products and engaged consumers through creative and strategic marketing efforts.
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Chicken of the Sea's partnership with Jessica Simpson aimed to appeal to Millennials
Chicken of the Sea, a shelf-stable seafood company, partnered with recording artist Jessica Simpson to appeal to Millennials and younger demographics. The partnership was aimed at promoting the company's new campaign, "Chicken of the Sea, It's the One for Me," and its new grab-and-go tuna and salmon packets.
The campaign played on Simpson's iconic "Is it chicken or is it fish?" moment from her 2003 reality show, "Newlyweds: Nick and Jessica." In the show, Simpson confused tuna and chicken while eating a bowl of Chicken of the Sea tuna. The moment has since become a part of pop culture, with GIFs and references appearing across various media platforms. Chicken of the Sea aimed to capitalize on this moment to create a viral campaign that would resonate with Millennials who experienced it in real time and subsequent generations who discovered it later.
In the new ad, Simpson and her daughter, Maxwell, recreated the iconic scene with a cheeky nod. Simpson snacks on a packet of lemon garlic light tuna while lounging on a sofa. When Maxwell asks what she's eating, Simpson responds, "It's called Chicken of the Sea. But it's not really chicken – it's tuna, so don't get confused by it." Maxwell replies incredulously, "Who would ever get confused by that?" The ad generated buzz and ignited the 20-year-old memory, effectively promoting Chicken of the Sea's new products.
The campaign was designed to showcase how Chicken of the Sea fits into Simpson's busy life as a mom, artist, and entrepreneur. The company's marketing director, Griffin Raasch, stated that Simpson, who relies on lean protein to stay fueled, was the perfect partner to promote their new tuna and salmon packets as a convenient and flavorful protein option. The sweepstakes component of the campaign encouraged fans to submit photos and videos showcasing how Chicken of the Sea products enhanced their lives, with a chance to win USD 10,000.
The campaign was a success, becoming one of the most talked-about campaigns of 2024. Chicken of the Sea's partnership with Jessica Simpson effectively appealed to Millennials and younger demographics, leveraging Simpson's iconic pop culture moment and her influence with younger audiences to promote the brand's new products and initiatives.
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Jessica Simpson and her daughter recreated her iconic tuna-chicken mixup in the Chicken of the Sea ad
In 2024, Jessica Simpson and her daughter Maxwell recreated the singer's iconic tuna-chicken mixup in an ad for Chicken of the Sea. The campaign was designed to promote the seafood brand's new "Chicken of the Sea, It's the One for Me" campaign and its new grab-and-go tuna and salmon packets.
In the 35-second ad, Simpson snacks on a packet of lemon garlic light tuna while lounging on a sofa. When Maxwell asks what she's eating, Simpson responds: "It’s called Chicken of the Sea. But it’s not really chicken – it’s tuna, so don't get confused by it." Maxwell replies incredulously: "Who would ever get confused by that?" Simpson then says, "No one. Not your Mom," before letting out an awkward laugh.
The ad references a moment from Simpson's reality show Newlyweds: Nick and Jessica, which premiered in 2003. In the episode, Simpson confused tuna and chicken while eating a bowl of Chicken of the Sea tuna. "I know it’s tuna, but it says 'chicken' by the sea," Simpson said. The mix-up has since become a part of pop culture, with GIFs and other media perpetuating the moment over the past 20 years.
Chicken of the Sea's marketing director Griffin Raasch said the company had been looking to work with Simpson since her iconic mix-up. "With the launch of our tuna and salmon packets and our new campaign…this felt like our moment," Raasch said. The campaign aimed to appeal to Millennials and younger demographics, leveraging Simpson's celebrity and the virality of the original mix-up moment.
The ad campaign was developed in partnership with media agency Ignited and YouTube partner Pixability. It was one of the most talked-about campaigns of 2024, with vertical videos outperforming horizontal videos in both completed views and clicks.
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Chicken of the Sea's marketing director Griffin Raasch said Simpson was a fan of the brand
Chicken of the Sea's marketing campaign in partnership with Jessica Simpson was one of the most talked-about campaigns of 2024. The campaign aimed to promote its new grab-and-go Chicken of the Sea Wild Caught Tuna and Salmon packets to millennials and younger demographics. The company's marketing director, Griffin Raasch, said that Simpson was an ideal spokesperson to kick off the new initiative.
Raasch added that Chicken of the Sea had always been a fan of Simpson, especially after her iconic "Is it chicken... or is it fish?" moment. The campaign was designed to appeal to fans of Simpson and Millennial pop culture enthusiasts aged 25-44. It was also intended to attract new and loyal shoppers to the brand with its new packaging graphics. Chicken of the Sea executives chose Simpson, a singer, actress, reality television star, and business mogul, because of her busy lifestyle and reliance on lean protein.
The campaign comprised horizontal and vertical ads, with the latter outperforming the former in both completed views and clicks. The top-performing ad featured an interaction between Simpson and her daughter, Maxwell, poking fun at Simpson's infamous mix-up of chicken and tuna on her reality show Newlyweds: Nick and Jessica in 2003. In the ad, Simpson clarifies that Chicken of the Sea is "not really chicken but tuna," and her daughter questions, "Who would get confused by that?" Simpson then slyly replies, "No one. Not your Mom."
The campaign was a success, generating buzz and reaching consumers beyond the social sphere. It also encouraged consumers to submit photos and videos showcasing how Chicken of the Sea products enhanced their lives, with one lucky winner receiving a USD 10,000 reward.
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Chicken of the Sea's campaign with Jessica Simpson was focused on its new tuna and salmon packets
Chicken of the Sea's campaign with Jessica Simpson aimed to promote its new tuna and salmon packets to Millennials and younger demographics. The campaign, "Chicken of the Sea, It's the One for Me", highlighted the convenience and nutritional benefits of the packets, positioning them as a rich source of lean protein that fits into busy, on-the-go lifestyles.
The partnership with Simpson was strategic, leveraging her iconic "Is it chicken or is it fish?" moment from pop culture. In the campaign, Simpson, a singer, actress, and reality television star, showcases how Chicken of the Sea fits into her active life as a mom, artist, and entrepreneur. The campaign included a sweepstakes component, inviting fans to submit photos and videos showcasing how Chicken of the Sea products enhance their lives and offering a chance to win USD 10,000.
The campaign utilised various media platforms, including YouTube, Instagram, and traditional TV. The YouTube plan, in particular, was a key component, with the brand's media agency Ignited and YouTube partner Pixability working together to maximise reach within their target audience. The campaign also capitalised on Simpson's celebrity, with her Instagram post about the product going viral.
In one of the campaign's ads, Simpson and her daughter Maxwell recreate the infamous mix-up from Simpson's reality show Newlyweds: Nick and Jessica, where she confused tuna and chicken while eating a bowl of Chicken of the Sea. In the ad, Simpson snacks on a packet of lemon garlic light tuna and clarifies to Maxwell that it's "Chicken of the Sea," but it's not chicken—it's tuna.
The campaign was well-received, generating buzz and becoming one of the most talked-about campaigns of 2024. It successfully promoted Chicken of the Sea's new tuna and salmon packets, appealing to consumers seeking convenient, nutritious, and flavourful protein options.
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Frequently asked questions
Yes, Jessica Simpson worked with Chicken of the Sea.
Chicken of the Sea partnered with Jessica Simpson to promote its new tuna and salmon packets.
The slogan for the campaign was "Chicken of the Sea, It's the One for Me".
The campaign aimed to appeal to Millennials and younger demographics by leveraging Jessica Simpson's iconic "Is it chicken or is it fish?" moment from pop culture.
Yes, the campaign was one of the most talked-about campaigns of 2024, with vertical ads outperforming horizontal videos in both completed views and clicks.
