David&Goliath Named Creative AOR for Iconic Consumer Seafood Brand Chicken of the Sea
LA-Based D&G Tasked with Reintroducing the 104-year-old Brand to U.S. Consumers
EL SEGUNDO, CA. July 31, 2018 – Full-service creative agency David&Goliath (D&G) announced today that it has been named Agency of Record (AOR) for Chicken of the Sea International (COSI). The LA-based agency will be tasked with helping to reintroduce and revitalize the iconic seafood brand to U.S. consumers.
Scope of work for the brand is national and includes strategy and creative, in addition to media planning & buying, which will be handled in partnership with Canvas Worldwide.
“The Chicken of the Sea brand comes from a rich heritage of challenging conventions in the seafood industry and setting new standards for consumers,” said David Angelo, founder and chairman of D&G. “Our goal is to help them contemporize their authentic truth and connect with consumers who are not only looking for healthy alternatives, but brands that truly stand for something.”
Founded in 1914, COSI is a leading provider of healthy, delicious and responsibly sourced seafood, offering not only a robust product line but the recipes and meal-planning insights needed to inspire seafood lovers to greater culinary creativity. The company provides tuna, salmon, clams, crab, oysters, shrimp, mackerel, kipper snacks and sardines in various formats of convenient packaging such as cans, cups and pouches as well as innovative new products consistent with seafood’s growing status as the healthy “new” protein choice in America.
Headquartered in El Segundo, CA, COSI uses responsible fishing practices to source its seafood products from around the world, and packages them at a state-of-the-art processing facility in Lyons, Georgia, as well as at third-party facilities. The new leadership team in the company combines extensive experience from the seafood business plus recent hires with solid trajectory in the consumer goods and food industry.
“Our strategic partnerships are key to the success of our business,” said Diego Isaza, vice president, marketing. “D&G demonstrated the ability to truly understand the value of the Chicken of the Sea brand to consumers. We are confident that together, we will successfully continue to delight our loyal consumers while introducing our iconic brand to new generations of seafood lovers.”
David&Goliath (D&G) is an independently operated, wholly-owned, subsidiary of Innocean Worldwide. D&G is an integrated creative agency based in Los Angeles, California. Founded in 1999, the agency is dedicated to helping brands connect with their challenger spirit and outsmart and outperform the competition. They help their clients overcome their biggest obstacles and achieve greatness by creating breakthrough campaigns, grounded in human and brand truths that drive exceptional cultural and business success. David&Goliath’s work has been internationally recognized for its creativity and effectiveness by Cannes, Effies, the CLIOs, D&AD, ADC, and The One Show, not to mention accolades including MediaPost Automotive Agency of the Year, Ad Age Small Agency of the Year and LA Entrepreneur of the Year. Current clients include Kia Motors, California Lottery, Jack in the Box, Universal Studios Hollywood, Homeboy Industries, Covenant House and IAVA (Iraq and Afghanistan Veterans of America). The agency’s culture is built around individuals who share the brave mindset to help not only build brands but inspire each other to overcome their Goliaths.