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Fast-food restaurant starts fishy music campaign for Lent


Long John Silver's Facebook

Zelda Caldwell - published on 03/20/19

Downloading a fish-themed song gets you free items at Long John Silver's. It might also put you in the mood for fish, says the restaurant's marketing department.

Long John Silver’s is trying to corner the market on fried fish this Lent by luring customers into their restaurants with fish-themed music.

The fast-food chain is running an online and social media campaign offering customers free drinks and food for downloading music from a distinctly fishy album by the group Coral Benders.

Catholics who abstain from meat on Fridays during Lent have options, as Aleteia’s J-P Mauro discovered in his review of the many fish sandwiches on offer from fast-food establishments. Long John Silver’s wanted to separate themselves from the pack, according to an article in MediaPost, which reported that the social media campaign aims to use music to trigger a desire for fish.

Read more:
A fast comparison of 4 fast-food fish sandwiches

“Our whole campaign centers around the strategy of triggering the seafood mood, and it evokes memories of the sound, smell and taste of the ocean. Because of this along, with the fact that music is the top passion for our audience, we took to the sounds of the ocean and launched a record label named Fish Yeah! Records,” said Stephanie Mattingly, vice president of marketing, according to the MediaPost report.

The restaurant chain is posting one song each week, released on Fridays throughout Lent until April 19 on Soundcloud. The campaign is being promoted on Twitter, Facebook and Instagram.

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A post shared by Long John Silver's (@longjohnsilvers)

Customers need to actually play the song-of-the-week while at a Long John Silvers to receive free items such as drinks or buy-one-get-one-free offers.

So far, Fish Yeah! Records has released Coral Benders’ “The Ballad of Long John Silver’s” and “Pisces SZN.” Whether a customer observing a Lenten fast should indulge in the chain’s deep-fried Twinkies is a question best answered by an examination of the individual in question’s conscience.

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