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Long John Silver’s in-store packaging design system. The design was an intrinsic creative piece of the QSR’s “Fish, Yeah!” campaign from Baldwin& that launched in 2019 and included audio coupons that could be redeemed in-store.
What's Unique?
The insights for the "Fish, Yeah!" campaign came out of the agency’s custom research and led to the development of a new brand-positioning strategy for Long John Silver’s. It also informed the ad campaign and its subsequent iterations in 2019.
According to research conducted by Baldwin&, 44 percent of potential LJS customers said their mood was the main driver of a craving for seafood. The agency team set about creating a “seafood mood” for the package design and a creative campaign on social media that featured music from artists commissioned to write about LJS’s menu offerings.