This rebranding represents the first new major marketing effort on behalf of Long John Silver's since it was purchased in late 2011 by LJS Partners, LLC, a Louisville-based buyers group of franchisees and private investors. Long John Silver's is a 43 year-old chain with a system of more than 1,300 stores in the United States and Asia.
"Our core customers love our brand and count on us to deliver great tasting seafood every day," said Long John Silver's Chief Marketing Officer Charles St.Clair. "We've created a campaign that speaks to them in a relevant way, but that will also resonate with our less frequent users who are looking for great tasting seafood offers."
The initial roll-out of the campaign includes extensive network media placement, promotions, free-standing inserts, direct mail, digital and social media. The communications include a modernized version of a previous brand logo, a graphic look strongly rooted in the company's traditional brand colors of blue and yellow, and messaging that features the quality and value of favorite menu items.
"Long John Silver's is an iconic brand and we want to help them celebrate the very essence of who they are," said Creative Alliance CEO Debbie Scoppechio. "This campaign helps celebrate the positive aspects of the brand while contemporizing its value and positive effects on today's lifestyles. We're making Long John Silver's as relevant to today's customers as it was when it opened its doors."
The campaign was introduced to franchisees in September at Long John Silver's annual convention. It is already up and running in most markets and will complete its initial roll-out by the end of October. The campaign is designed to be ongoing.
About Long John Silver’s
Long John Silver’s was founded in Lexington, KY in 1969 and moved its international headquarters to Louisville in 2003. Long John Silver’s provides franchise services, food innovation and marketing support to more than 1,300 Long John Silver’s restaurants located throughout the United States and in Asia. With more than 8,400 employees worldwide, Long John Silver’s is America’s largest quick serve seafood chain.