Chicken of the Sea keeps laughing

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 the new spot here—it breaks this month in the U.S., but is based on an old commercial that Chicken of the Sea’s parent company, Thai Union Frozen Products, ran in Asia several years ago.

—Posted by Tim Nudd