Legal Sea Foods gets deep – real deep – with a new ad campaign that ponders the imponderable, asks the unknown and offers life lessons to Boston’s commuters.
The “Fresh...

Legal Sea Foods gets deep – real deep – with a new ad campaign that ponders the imponderable, asks the unknown and offers life lessons to Boston’s commuters.


The “Fresh Thoughts” campaign, which debuts Sept. 18 in MBTA cars, asks such metaphysical questions as “Do squid sign their name in ink?” and “Would jellyfish taste good with peanut butter?” 


Other posters offer sage advice, including “Oysters are an aphrodisiac.  Probably best to order something else when taking mom to dinner,” and “Venturing in uncharted waters could leave you with barnacles on your dinghy.” 


The ads resemble a “thought of the day” written on a chalk blackboard.  Given seafood’s reputation as “brain food,” Legal Sea Foods expects these fish-related thoughts and insights to stimulate straphangers’ minds during their often dull and mind-numbing commute.


The campaign was created by Legal Sea Foods’ long-time ad agency, DeVito/Verdi in New York.  The agency has created a number of memorable campaigns for the iconic Boston-based restaurant group over the past dozen years. To see the campaign, click here.


The “Fresh Thoughts” campaign will run for four weeks, and then run for another month starting November 13 on the “T.”


Legal Sea Foods was founded more than 60 years ago as a small fish market in Inman Square, Cambridge.  Today, President and CEO Roger Berkowitz leads the company toward continued growth and diversification. With 30+ restaurants up and down the East Coast, Legal Sea Foods has earned scores of honors and awards, and proudly carries its well-earned reputation as the nation’s finest seafood restaurant. For more information about Legal Sea Foods and its locations, please visit



DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  It has been voted “Best Agency” six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.  The agency has had a rich history of success with radio advertising, including its campaign for the National Thoroughbred Racing Association, one of the most acclaimed radio campaigns in history.  The agency has also worked for the radio industry to create a number of campaigns designed to bolster the image and offerings of the medium to consumers.

DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl’s, The National Association of Broadcasters, 7-Eleven, New York Institute of Technology, Massachusetts General Hospital, Sony, Canon, Duane Reade Drug Stores, BMW, Esquire Magazine, Men’s Wearhouse, TimeOut Magazine, Grey Goose Vodka, U. of Chicago Medical Center, eCampus, Reebok, Legal Sea Foods, Office Depot, Appleton Rums, Pepsi/SOBE, Fallon Community Health Plan, Tribe Mediterranean Foods, Empire Kosher Chicken, Acura, CarMax, Sports Authority, Campaign for Freedom Post 9/11, Pro-Choice Education Project, Hillary Clinton for Senate, and others.  For more information on DeVito/Verdi, visit



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