Long John Silver’s Joins Ranks of Conscientious Restaurants

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Source: Long John Silver's

Long John Silver’s, the biggest seafood chain in the U.S., is on a mission to rebrand their fast food as healthy, sustainable, and eco-conscious. They dove into a new advertising campaign this week, pushing consumers to “think fish.”

The three new ads “are designed to help consumers understand that something new is happening at Long John Silver’s,” Chief Marketing Officer Charles St. Clair said in a statement released by the chain. The ads are also a passive-aggressive hit on the sustainability message being promoted by other fast-food chains that offer barnyard animal options.

The first ad, titled “Methane,” shows the backside of cows and humorously refers to the methane produced there and the decrease in air quality, then cuts to a scene of fish in a bubble-less sea. The second, titled “Final Frontier,” shows cows in a factory farm with restricted movement, asking if anyone has ever heard of free range, cutting to a school of fish and touting their product as being sustainably harvested from the wildest place on earth. The cows shown are actually dairy cows and certainly not ending up in your burritos, but it gets the point across nonetheless.

The final ad, titled “Marinated Pork,” shows pigs rolling around in muck and asks the viewer, “Why so happy? They know that’s not just mud, right?” The tail-end of the 15 second ad goes on to push seafood as a “different taste from a different kind of place” with a school of fish swimming in nearly crystal clear water — though it’s unclear if the debris falling through the water is fish food or, well, what it turns into. All of the ads are short, pithy, and, according to St. Clair, while definitely poking fun at how other meat is sourced, they are meant to encourage eaters, not shame them.

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