“Sustainability Campaign”

Long John Silver's

Long John Silver's is a classic American brand founded in 1969 and stands today as the nation's largest quick-service seafood chain with nearly 1,000 franchised and company-owned restaurants nationwide. Long John Silver's is famous for its pure, wild-caught Alaskan whitefish, hand-dipped in its signature batter and lightly cooked to golden perfection.

Challenge | Objective

Long John Silver's realized that conversations about food in America were evolving rapidly and wanted to capitalize on this evolution.  Capitalization presented three distinct challenges:

  • Tell the Long John Silver’s brand story in a different, emotive way,

  • Engage a broader audience with more substantive content,

  • Spotlight the company’s sustainable fishing practices as part of their corporate responsibility initiative.

The overall objective was to reach a broader audience with depth of content that the traditional advertising model, inherent to quick-service restaurants, had previously eschewed.


Solution

  • Engage Spoken Cinema™, a collaboration between Go West Creative Group and Steve Connell, internationally acclaimed spoken word artist.

  • Create custom content which uniquely tells the story of the Long John Silver’s brand and the company’s sustainability practices.

  • Produce dynamic, thought provoking custom content pieces which speak directly to consumers; engendering a positive emotional response to the company and the global environment in a refreshing way.

  • Integrate the resulting custom content simultaneously in traditional and digital media.


RESULTS

  • 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.


CHECK OUT A SNAPSHOT OF THE PRESS HERE: 

Long Johns' Launches Social Media Campaign Emphasizing Sustainability, Quality and Family

Long John Silver's highlights corporate sustainability with snackable mobile videos

Long John Silver's launches digital campaign

Long John Silver's new ad features a spoken word artist waxing poetic about the sea

Long John Silver’s National Convention Features New Branding and New Founder’s Award

Long John Silver’s Goes Digital with New Ad Campaign

Long John Silver's unveils new logo, reports higher earnings