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Long John Silver’s was founded in Lexington, KY in 1969 and moved its international headquarters to Louisville in 2003. Long John Silver’s provides franchise services, food innovation and marketing support to more than 1,300. Their restaurants are located throughout the United States and in Asia. With more than 8,400 employees worldwide, Long John Silver’s is America’s largest Fast-Food seafood chain. The company has created a brand new identity along with a new ad campaign.

The hip new tagline reads, “That’s What I Like,”. The new identity was created by Louisville-based Agency Creative Alliance. Creative Alliance, headquartered in Louisville, KY, is the region’s largest advertising agency, with more than $150 million in annual billings. Founded 25 years ago, the agency currently employs 137 advertising professionals who provide marketing, advertising, promotion and public relations planning and services to a wide range of local, national and international clients, specializing in multi-unit retail, healthcare, education & entertainment determined through months of consumer research. At first glance you may feel like it’s the old brand, but it has clearly been carefully modified.


ljs-2b.pngDon’t be fooled! Here’s another look at the one from pre-2011 for comparison. This rebranding represents the first new major marketing effort on behalf of Long John Silver’s since LJS Partners, LLC, a Louisville-based buyers group of franchisees and private investors purchased it in late 2011. Image Source

“Our core customers love our brand and count on us to deliver great tasting seafood every day,” said Long John Silver’s Chief Marketing Officer Charles St.Clair. “We’ve created a campaign that speaks to them in a relevant way, but that will also resonate with our less frequent users who are looking for great tasting seafood offers.”


The initial roll out of the campaign includes extensive network media placement, promotions, freestanding inserts, direct mail, digital and social media. The communications include a modernized version of a previous brand logo, a graphic look strongly rooted in the company’s traditional brand colors of blue and yellow, and messaging that features the quality and value of favorite menu items.

Here’s a look at the new site:


Here is a look at some of their recent Facebook ads with the new look:





ls-8.jpegAd Images: Facebook All property of Long John Silver’s Franchise

“Long John Silver’s is an iconic brand and we want to help them celebrate the very essence of who they are,” said Creative Alliance CEO Debbie Scoppechio. “This campaign helps celebrate the positive aspects of the brand while contemporizing its value and positive effects on today’s lifestyles. We’re making Long John Silver’s as relevant to today’s customers as it was when it opened its doors.”

The campaign was introduced to franchisees in September at Long John Silver’s annual convention. It is already up and running in most markets and is designed to be ongoing.

Press Release