LA-based shop charged with reinventing 104-year-old brand.
The mermaid has a new rock!
Full-service creative agency David&Goliath (D&G) announced today that it has been named Agency of Record (AOR) for Chicken of the Sea International (COSI). The LA-based agency will be tasked with helping to reintroduce and revitalize the iconic seafood brand to U.S. consumers.
Scope of work for the brand is national and includes strategy and creative, in addition to media planning & buying, which will be handled in partnership with Canvas Worldwide.
“The Chicken of the Sea brand comes from a rich heritage of challenging conventions in the seafood industry and setting new standards for consumers,” said David Angelo, founder and chairman of D&G. “Our goal is to help them contemporize their authentic truth and connect with consumers who are not only looking for healthy alternatives, but brands that truly stand for something.”
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Founded in 1914, COSI is a leading provider of healthy, delicious and responsibly sourced seafood, offering not only a robust product line but the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity.
The company provides tuna, salmon, clams, crab, oysters, shrimp, mackerel, kipper snacks and sardines in various formats of convenient packaging such as cans, cups and pouches as well as innovative new products consistent with seafood’s growing status as the healthy “new” protein choice in America.
Headquartered in El Segundo, CA, COSI uses responsible fishing practices to source its seafood products from around the world, and packages them at a state-of-the-art processing facility in Lyons, Georgia, as well as at third-party facilities. The new leadership team in the company combines extensive experience from the seafood business plus recent hires with solid trajectory in the consumer goods and food industry.
“Our strategic partnerships are key to the success of our business,” said Diego Isaza, vice president, marketing. “D&G demonstrated the ability to truly understand the value of the Chicken of the Sea brand to consumers. We are confident that together, we will successfully continue to delight our loyal consumers while introducing our iconic brand to new generations of seafood lovers.”
David&Goliath’s current client roster includes Kia Motors, California Lottery, Jack in the Box, Universal Studios Hollywood, Homeboy Industries, Covenant House and IAVA (Iraq and Afghanistan Veterans of America). With work that is internationally recognized, D&G should have no problem with their task. REEL360 looks forward to seeing what they do.
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
