The Battle Of The Seafood Begins

We were just talking about Red Lobster undergoing some rebranding when whatdoyaknow - Long John Silver’s gets a new agency. Northlich, who promised to have senior management head up the account, is the winner where Omnicom Group’s Element 79 in Chicago, the incumbent, defended. Don’t you love that industry standard of saying they “defended?” It makes the whole process so much more fun.

“We believe there’s a rich emotional and cultural connection consumers have with Long John Silver’s. We will build on an equity LJS has that can’t be owned by anyone else,” said Don Perkins, CCO at Northlich in Cincinnati.

Long John Silver has recently been using the tagline - “Throw boring overboard.” One commercial shows fishermen pulling up a net of square-shaped “unnatural” fish designed to fit on a bun. Okay, so how does that relate to “Throw boring overboard?” LJS has a serious growth problem (sales have hovered aorund $780 million between 2003 and 2005) and that tagline isn’t going to help. Good thing Element is out, no?

More: 50 Cent Sues Ad Agency

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