News Conservation & Environment Legal Sea Foods Stirs Sustainability Debate With New Ad Campaign |
Legal Sea Foods Stirs Sustainability Debate With New Ad Campaign |
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BOSTON -- Sept. 13, 2011 -- A series of new television and print ads debuting next week from the famed Boston-based
restaurant Legal Sea Foods may not sit well initially with some marine
conservationists, as the humorous spots unconvincingly take both sides
of the sustainability debate.
But the intention of the new ad campaign is to encourage the public to better understand the complexity of the situation and make more informed decisions on what we should and should not eat. The ad campaign, created by the New York advertising agency DeVito/Verdi, focuses on three types of fish – salmon, trout and crab – that enjoy ample stocks. The print ads and television commercials mirror each other, with each one focusing on a specific fish and the need to "save" the species. In one, we see a majestic salmon flying through the air as it makes its way upstream. The voiceover and copy state: "Save the salmon. Save it so our children can witness the grace and beauty of this noble fish. Or, just save it so we can saute it with our fabulous lemon chive butter sauce." Legal Sea Foods has long taken an active role in the sustainability debate, making strong arguments for the protection of both endangered fish and commercial fishermen. Roger Berkowitz, president and CEO of Legal Sea Foods, stated that the objective of the ad campaign is to encourage a discussion on the topic and to open everyone's eyes to the nuances of the issue. Read the complete story from PR Newswire
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Monterey Bay's historic "wetfish" industry is under attack by extremist groups who claim overfishing is occurring. Touting studies with faulty calculations, activists are lobbying federal regulators to massively limit fishing, if not ban these fisheries outright. Apparently the facts don’t matter to groups with an anti-fishing agenda
