Chicken of the Sea Jingle Jam

Challenge:

Nuffer, Smith, Tucker saw an opportunity to engage consumers in a word-of-mouth campaign tied to the seafood company’s health messages and jingle – "Ask any Mermaid you happen to see. What’s the best tuna? Chicken of the Sea!"

NST recommended an online jingle contest giving people the tools to communicate Chicken of the Sea’s key attributes of health, convenience and nutrition both online and offline. The contest was dubbed the Mermaid Jingle Jam for Feeding America, challenging entrants to create a jingle that creatively incorporated Chicken of the Sea’s key attributes and original lyrics into a 30-to 90-second video.

NST promoted the contest through a variety of offline and online tactics, but also encouraged entrants to conduct their own campaigns, including sharing their jingles on social networks and with local media to encourage online voting.

Finalists conducted successful community campaigns, resulting in interviews on local morning shows and mentions in various publications’ blogs. The grand-prize, first runner-up and second runner-up all had food donated to their local Feeding America food bank on their behalf by Chicken of the Sea, with the company donating more than $100,000 worth of seafood. Because of the success of the campaign, Chicken of the Sea was contacted to participate in the 2009 season of "The Celebrity Apprentice."

Results:

1.6 billion impressions

More than 1 million page views on the contest micro-site

Nearly 230,000 votes were cast

The campaign also contributed to a 17.5 percent market share in the tuna category – the company’s highest market share in four years.