Long John Silver's

Product:  Imaginary new Long John Silver’s “fresh” food

Ad Type:  Print Ad

Target:  People who believe Long John Silver’s is all about fried, greasy food and don’t believe there’s any “fresh” aspect to it while still including the loyal Long John Silver’s customers

Strategy:  Tell people how fresh Long John Silver’s food is and compare it to the pirate it was named after

Theme:  Let our catch of the day make your day.

HEADLINE

I want your booty!

VISUAL

Stereotypical pirate pointing towards the audience (i.e. Uncle Sam in “I want you!”)

BODY COPY
No, not that kind.

We want your money.  And unlike most pirates, we’re not just going to take it from you.

We’re going to provide you with a service.  Quality food and attention, to be exact.

And not just drunk-at-3am-and-I-need-a-cheap-place-to-eat kind of food.  Real, good, fresh food.

Because here at Long John Silver’s, we prepare our food as fresh as we possibly can. 

Our hush puppies and cole slaw are made fresh every morning, purely for your taste buds.

We don’t believe in food trucked in from the other side of Earth, frozen until you order it.

We, like so many of our pirate brethren, believe in catching your meals minutes before we cook them.

Now, obviously, not all of us live on a pirate ship where it is possible to catch every meal minutes before you eat it.

But for a fast food restaurant, we think we’re doing a pretty good job.

So come on over.  And give us your booty.