Like Fish out of Water

First opened in 1969 in Louisville, KY, Long John Silver’s (LJS) is a QSR (Quick Service Restaurant) seafood chain with over 1,100 locations worldwide, but mostly in the U.S. Privately owned until 1998, LJS is currently part of Yum! Brands, who also own KFC, Taco Bell, and Pizza Hut. I’ve never been into a LJS but I’m guessing they are no different in expectations and delivery from what its sister brands offer. Leading up to Lent season this March — where fish consumption increases as meat is verboten — LJS is unveiling a new identity and tagline, “We Speak Fish.” 15-second spot introducing the new logo and tagline. Long John Silver’s Chief Marketing Officer talks about the new look. The new look attempts to change the perception of LJS from