L.J. Silver's Shifts Ad Focus To Meal Theme

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By Hank Kim





NEW YORK–Jordan, McGrath, Case & Taylor is repositioning Long John Silver’s Restaurants under the theme ‘The Meal You’ve Been Missing’ in its first campaign for the fast-food chain since winning the account earlier this year.





JMC&T, which won the broadcast creative portion of the $45 million account in March, attempts to modernize the Lexington, Ky.-based chain as a fun, tasty ‘meal’ alternative to typical burger and fries combos offered elsewhere.





The three TV spots take an offbeat ad approach.



















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