DDB Needham Delivers Real TV Work for Louis Kemp’s Faux Crab

Louis Kemp Seafood’s first TV campaign since it was bought by Tyson Foods six years ago targets consumers who enjoy the ocean’s bounty but are confused by just how to prepare entrƒes “from the galley.”
The 15- and 30-second spots from DDB Needham Chicago, lead agency for Tyson, break today on national network and cable TV. They emphasize the taste of the precooked, ready-to-eat faux crab product, while also noting the ease of meal preparation, said David Leavitt, director of marketing for the Seattle, Wash.-based Tyson division.
Needham’s TV spots feature a “Claymation” crab couple, Curt and Claudia. Curt laments the end of his days as king of the sea, while Claudia prepares a tasty salad employing Kemp Crab Delights.
Since Tyson purchased the seafood company from Oscar Mayer, Kemp’s print advertising has focused on recipes that include the Crab Delights. Needham has handled the account for the past two years. Saatchi & Saatchi, New York, handled it previously.
Louis Kemp spent $3 million on advertising from January through October of 1997 and $3.7 million in 1996, according to Competitive Media Reporting.