PROVOCATIVE NEW LEGAL

SEAFOODS CAMPAIGN STIRS

DEBATE

September 15, 2011

 

A new series of television and print ads debuting next week from the Boston-based restaurant Legal Sea Foods has stirred controversy among conservationists and animal lovers. The ads, created by the New York advertising agency DeVito/Verdi, focus on a specific fish, and state reasons the species must be saved in a mock PSA style.

In one, we see a salmon flying through the air, while a voiceover says: “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 sauté it with our fabulous lemon chive butter sauce.”

Roger Berkowitz, president and CEO of Legal Sea Foods, states that the objective of the ad campaign is to stimulate debate and expose the nuances of the seafood sustainability issue. Legal Sea Foods has a history of supporting the protection of endangered fish and commercial fisherman--do you think this provocative campaign helps or hurts their reputation on this front?

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