Long John Silvers: "Sustainability"

 
 
 

“Sustainability Campaign”

 

long john silver’s

Long John Silver's is an iconic American brand established in 1969 and currently holds the position of the largest fast-food chain in the nation, specializing in seafood. With almost 1,000 franchised and company-owned restaurants spread throughout the country, Long John Silver's is renowned for its use of pure, wild-caught Alaskan whitefish, which is hand-dipped in the chain's signature batter and cooked to a golden perfection.

 

challenge

Long John Silver's recognized that the conversation surrounding food in America was rapidly changing, and they aimed to take advantage of this evolution. This presented three unique challenges:

  1. To convey the Long John Silver's brand story in a fresh, emotional manner

  2. To engage a wider audience with substantial content

  3. To showcase the company's commitment to sustainable fishing practices as part of their corporate responsibility initiative.

The ultimate goal was to expand their audience reach through a more substantive approach to content that departed from the traditional advertising model typically utilized by quick-service restaurants.

 

solution

Long John Silver's partnered with Engage Spoken Cinema™, a collaboration between Go West Creative and Steve Connell, an internationally acclaimed spoken word artist, to address three distinct challenges. First, to tell the Long John Silver’s brand story in a different and emotive way. Second, to engage a broader audience with more substantive content. Third, to spotlight the company’s sustainable fishing practices as part of their corporate responsibility initiative. The objective was to reach a broader audience with depth of content that the traditional advertising model, inherent to quick-service restaurants, had previously eschewed. To achieve this, custom content was created that uniquely tells the story of the Long John Silver’s brand and the company’s sustainability practices. The resulting dynamic and thought-provoking content pieces speak directly to consumers, engendering a positive emotional response to the company and the global environment in a refreshing way. The custom content was integrated simultaneously in traditional and digital media.

 

outcome

Impressions of 34+ Million in earned media.

  • Increase in digital interaction with consumers.

  • Recognition amongst peers in the quick-service restaurant industry for originality and subsequent industry bench-marking. 

  • Evergreen press coverage for the company regarding the brand as a whole and its sustainability efforts in fisheries.