Chicken of the Sea

Chicken of the Sea
Rejuvenating an American Icon

Chicken of the Sea has been an American household name since the 1950s, and its mermaid one of the most recognizable brand ambassadors. Through 2 website redesigns, seasonal consumer campaigns, and authentic storytelling initiatives, we helped the mermaid and her brand elevate the way consumers think about the can of tuna.

A Fresh New Brand

The Chicken of the Sea brand has always stood for freshness, but their digital presence didn’t necessarily communicate that. Extending elements from a recent brand refresh, we created clean, simple visual systems and a fresh, bright color palette inspired by the ocean. The balanced use of natural-feel lifestyle photography gives the site a more human, relatable feel.

The latest Chicken of the Sea site refresh was an exercise in restraint. I think there’s an impulse to do something big and sparkly for such a known brand, but this project was about simplicity and self-discipline — just clean design, and easy to consume content that hits on what customers love.

Eric Eisenberg
Director of Content Strategy, Active Ingredients

Connecting & Engaging

Designing a contest to name the iconic mermaid after 60 years; creating an official U.S. food holiday; challenging fans of the brand to channel their inner adventurer; partnering with an integrated marketing team to bring a national Mermaid Tour to life... We played a central role in creating and executing marketing campaigns to drive consumer engagement. What’s that — the Mermaid’s new name? You’ll have to find out for yourself.

Inspiring the Explorer

We helped Chicken of the Sea transition from a commodity brand to a lifestyle brand with a distinct point of view. Rich content, useful ideas, and relevant storytelling strengthen and support this POV by enriching the visitor experience, and inspiring people to become more adventurous with food and in their lives.

What We Did

  • Brand & Digital Strategy

  • Design

  • Development

  • CMS

  • SEO