Legal Sea Foods is a Boston-based restaurant with 34 East Coast locations. You might say the chain has a religious following, thanks in part to the advertising its agency DeVito/Verdi makes.
Advertising that gets right to the point like this…
Pretty convincing, isn’t it? The campaign positions Pescatarianism as an impressive and perhaps more appealing faith than other more established religions.
TV, print and radio ads urge consumers that “It’s time to convert, it’s time to become Pescatarian.” The proselytizing Pescatarian campaign includes television and radio commercials, print ads, subway car ads, buttons, bumper stickers (“Salmon Is My Co-Pilot”) and even a microsite dedicated to spreading the good word about Pescatarians.
“We’re simply having some fun seeing how the well-known beliefs of some religions and how they stack up against Pescatarianism and its most vocal disciple, Legal Sea Foods,” said Roger Berkowitz, president and CEO of Legal Sea Foods.
Pescatarianism may sound funny, like Trustafarianism, but it is actually the very real practice of following a diet that includes fish or other seafood.
The work breaks the week of July 6 throughout the Boston area, where Legal Sea Foods has many restaurant locations (including one, appropriately enough, near Providence). The campaign will run throughout the year.
