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Chicken of the Sea is crediting Jessica Simpson’s confusion about its product (you mean it isn’t chicken?—see Newlyweds, late 2003) with inspiring its new humor-based TV commercial. “We’ve learned from Jessica Simpson’s quip heard around the world that humor can be a powerful branding tool, particularly among a younger audience,” says Chicken of the Sea president John Signorino. “The new creative combines humor with growing concerns about weight management—something many people can identify with.” You can see
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