Chicken of the Sea is looking back by paying it forward in 2014 in celebration of its 100th anniversary as an iconic American brand. As a way of thanking Americans for making it a mealtime staple, the San Diego-based company is investing $1 million in 100 charitable individuals and nonprofits to empower them to continue their grassroots community service.
Chicken of the Sea: 100 Years of Good launches today as one of the largest, most comprehensive Pay it Forward initiatives in consumer packaged goods history, say company officials. The 12-month effort combines commemorative packaging, promotions and retailer programs with a six-month, nationwide promotional tour commemorating the brand’s Centennial anniversary. An awards program also aims to provide support and awareness to Americans who are bringing good to their communities. A highlight is the debut of the real-life version of the famed Chicken of the Sea Mermaid and a contest to allow seafood fans to name the aquatic mascot.
According to David Roszmann, COO, 100 individuals and nonprofits involved in community work are being selected to receive a pay-it-forward cash award of $10,000 to enable them to continue their goodwill efforts.
“It’s Chicken of the Sea’s 100th birthday in 2014 – but it’s America that is receiving the gifts,” says Roszmann. “In gratitude, we’re using our Centennial as an opportunity to shine the light on those everyday American heroes that are making a real difference where they live through community philanthropy, revitalization or other selfless acts of service. We’re looking for both individuals and communities that, like us, want to continue the cycle of good.
“This pledge to pay it forward is an outgrowth of our long-term corporate culture of giving back. From supporting the U.S. military in wartime to helping pioneer dolphin-safe tuna and seafood sustainability, Chicken of the Sea has always strived for good – in its products, people and communities,” he adds.
As a tour extension of the anniversary, the Chicken of the Sea Great American Gratitude Tour brings the celebration to seafood lovers and retailers across the country. Kicking off March 6, 2014, in San Diego, the Tour will ultimately visit 39 cities before concluding in Boston after Labor Day 2014.
At each stop, visitors can have their pictures or video taken with the Mermaid, relive Chicken of the Sea history, sample the latest Chicken of the Sea products and recipes, receive money-saving coupons and take home Mermaid-themed giveaways. One lucky participant receiving the winning commemorative coin in the Mermaid’s Treasure Box promotion will instantly win $10,000 to use for the community service project of his or her choice.
The “100 Years of Good” initiative also solves a mystery that has followed the brand’s Mermaid since she starred in the ubiquitous “Ask Any Mermaid” jingle in the 1960s: What is her name? The Name the Chicken of the Sea Mermaid Contest allows seafood lovers to decide the name of the beloved aquatic mascot – with the fan supplying the winning name automatically becoming a $10,000 honoree.
For more information on Chicken of the Sea: 100 Years of Good or to nominate a recipient or nonprofit for a $10,000 Great American Gratitude award, go to www.chickenofthesea.com/100. A full Tour schedule is available.