Long John Silver’s brand campaign — David Fischette // Go West Creative
David Fischette
Go West Creative
- Part 1Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
- Part 2 Long John Silver’s brand campaign — David Fischette // Go West Creative
Show Notes
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01:19How David got involved with the Long John Silver brand campaign and how it all startedFrom a dinner table to spoken words on a boat by the sea in Alaska, the inside story of how Long John Silver's sustainability campaign was created.
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07:07Takeaways from the campaign and how successful it wasThe campaign ran for about three months and was a massive success. They pulled it out for television, social, and multiple uses and avoided their traditional marketing campaign.
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09:19What is the state of the marketing industry today?The market is flooded with everybody who can do everything, but authenticity reigns. Are you selling something unique or selling a unique message?
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12:07Are 30 seconds spots that don't seem like ads anymore coming back?There are some solid commercials out there, like the Dunkin Super Bowl ad, but dont bet on it that there wont be more bad work in the market.
Quotes
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"We work together with Steve Connell. And he wrote three separate pieces. And we shot three different spots. And the first one was sustainability, and the second one was quality. And the third one was family. Because those are three things that Long John Silver can hang his hat on." - David Fischette
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"We did not hang our hat on healthy because what do they do to that product? They bred it, and they fry it. And so there's not innately healthy. But the overall campaign stood up the three pillars that Long John Silver was about: the quality of the food, the protein and the products they're using, and the moments they could have with family." - David Fischette
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"The campaign ran for about three months and was a massive success. They pulled it out for television, social, and multiple uses and avoided their traditional marketing campaign." - David Fischette
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"The market is flooded with everybody can do everything you got, you know, a lot of young people coming into the market with a, you know, with a camera and a laptop and you know, and some of them are incredible, and some of them aren't. And but for me, authenticity reigns. Are you being authentic to the brand? And are you selling something evident that you're selling? Are you telling a story that endears people to your brand and creates goodwill? Those pieces sometimes get missed for something perceived as cool." - David Fischette
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"I love what Dunkin' did during the Super Bowl because that, to me, is authentic. It was a good solid commercial. Because before Dunkin ever approached Ben Affleck to do a piece for them, Ben Affleck had been a brand evangelist for years." - David Fischette
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"We started as a mobile DJ company, but I was a theater guy coming up, so it's taking that love of music and the feeling you get with it. To me that it becomes a soundtrack of your life. And then you remember the moments, the products, the food, the things you're doing that associate with that music, and they're forever tied together." - David Fischette
- Part 1Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
- Part 2 Long John Silver’s brand campaign — David Fischette // Go West Creative
Up Next:
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Part 1Sexy hair’s “MARILYN MOMENT” — David Fischette // Go West Creative
Sexy Hair secured the rights to a likeness of Marilyn Monroe for a two-year campaign to be the face of the Sexy Hair brand. What was the thinking behind such a bold move? And what brand and retail value did the Marilyn Monroe moments generate? Listen to David Fischette, CEO of Go West Creative, as he shares the inside story behind the successful recreation of Marilyn moments for Sexy Hair.
Play Podcast -
Part 2Long John Silver’s brand campaign — David Fischette // Go West Creative
Remember that iconic Long John Silver campaign and how they found unprecedented sustainability messaging? Do you know how it worked and how they came up with it? In a marketing world flooded with so many players and so few authentic creatives, what's the way forward? Listen to David Fischette, CEO of Go West Creative, discussing the rationale behind the successful Long John Silver brand campaign and more!
