Event Archive: Chicken of the Sea’s Integrated Marketing Campaign Surpasses All Benchmarks25 May 2012, by Event Archive, Events in
Chicken of the Sea brought their iconic mermaid to life with an integrated marketing campaign in 2011. The campaign featured the mermaid in video ads, banner ads, online gaming, radio, PR, and social media platforms. This was the first time the mermaid has been animated or given a voice in decades and allowed the brand to truly capitalize on some of its core assets including the Chicken of the Sea logo, mermaid, and infamous jingle: “Ask any mermaid you happen to see, ‘What’s the best tuna?’ Chicken of the Sea!” Find out what type of ROI the brand received from a sales, impression, and brand building perspective. Also, get a sneak peek on how they are capitalizing on this success in future campaigns.
The lessons learned and demonstrated in this dynamic case study will help you create your next campaign.
About our speaker
Erin Mrozek is the Consumer Marketing Manager for Chicken of the Sea International. In this role, she oversees all advertising, social media, PR, and packaging initiatives. Prior to Chicken of the Sea, Erin worked for Procter & Gamble in the salon professional hair care industry in charge of new product launches, promotions, and brand management. She’s passionate about driving brand loyalty by offering products and solutions that enrich the lives of consumers. Erin graduated from the University of Wisconsin-Madison with a degree in Marketing, Spanish, and a specialization in International Business.