A Dying Brand’s Advertising Campaign Finally Nails It

Ever been to a fish fry?

It’s the epitome of casual. And delicious. You’re surrounded by close friends and family. You’re sitting on lawn chairs eating off paper plates. Stories are told. Lies are told. You clean your plate and you most likely ask for another. There’s nowhere else you’d rather be, even if you’ve broken a sweat.

Ever been to Long John Silver’s?

Don’t lie to me. You’ve been there. Once. Maybe twice. My colleague calls it “fried shapes.” It’s also the epitome of casual but that’s because you’re not wearing a shirt.

In the past decade, Long John Silver’s has changed agencies at least 2,546 times. Maybe more. They’ve had a difficult time tapping into the “why.” Why should your family go to Long John Silver’s? Why should they be in your consideration set come dinner time? Why should your kids want it?

Cost isn’t an issue. It’s $5 for a full meal of chicken, shrimp and kinda fish.

But the value equation has another more important side than just “cost.” It’s “usefulness.” Hey, I’m only dropping $5 but I’d rather spend $5 on a Big Mac and giant fries like I did when I was a kid.

But what if Long John Silver’s could tap into the American staple that is the fish fry? Maybe, maybe not, but kudos to the agency that brought that idea to the table.

Instead of running away from “fried shapes” the company is now rallying around the fish fry. They excel at fish. And that fish is fried. Screw it. That’s who they are and they aren’t going to become a fried chicken joint.

The “fish fry” advertising campaign taps into emotion, and let’s face it, rationalization rarely comes into play when your kids are screaming for a fast food dinner. You may remember the great old days of the fish fry, where you told lies and pitched horseshoes and sipped on cheap American beer.

Sure beats the old tagline, “Sounds good to me.”