Clarke, Legal Sea Foods Tell Fish Stories

BOSTON To tout the Alaska wild salmon on its menu, restaurateur Legal Sea Foods is launching a TV, radio, print and outdoor effort in four major markets this week: Boston, New York, Washington, D.C., and Southern Florida.

Client chief executive Roger Berkowitz is the butt of a joke in the spots as he goes to great lengths to obtain the salmon. In one TV ad, security guards make him open his briefcase to reveal a large salmon on ice. The campaign is part of a broad program by the 30-unit chain to promote the taste, health benefits and environmental sustainability of the Alaskan species.

Ads, via independent Clarke Goward, Boston, run all summer long.