With this campaign, we wanted to let people know about pescatarianism – a diet that includes fish and shellfish, but no other meat.
Approach
Realizing that pescatarianism sounds a lot like a type of religion, we decided to give it a lighthearted spin and talk about it in similar tones, and encourage people to "convert" from the way they're eating now.
Results
As a private company, Legal Sea Foods does not discuss sales results, but the campaign met its objective of raising awareness of Legal Sea Foods and the pescatarian lifestyle.
