Legal Sea Foods – Pescatarian Microsite

  • Client:
  • Category: Digital/Social
We created a new religion called “Pescatarian.” The new communications campaign urges people to “convert to Pescatarian.” It’s a light hearted, humorous campaign. But make no mistake, the intention is to strategically reinforce Legal’s superior food quality and passion for freshest fish. And do it in a way that the younger target felt to be relevant.

First we created a fictitious Microsite where fish lovers could learn about converting and even learn about famous people who were Pescatarians. Online banners, outdoor billboards and transit advertising has been deployed to drive awareness and public relations played a major role in publicizing the launch and fun behind the campaign.