Chicken of the Sea hired David & Goliath as its creative agency of record as the marketer of canned tuna and other seafood products tries to give its smaller brand a more modern voice.
Van Camp Seafood began canning fish in 1914 and later changed its name to Chicken of the Sea in reference to how some fisherman described canned white albacore, because of its mild flavor and similar color. While it’s been around for more than 100 years, however, Chicken of the Sea is a distant No. 3 in the market, with annual sales that are roughly one-third as large as StarKist, which has a commanding lead in shelf-stable seafood, according to data from Euromonitor International.
Read more at Ad Age: http://adage.com/article/agency-news/chicken-sea-hires-david-goliath/314439/