In an effort to take the Tuna Fish sandwich to the next level, Chicken of the Sea is teaming with Kraft and its Kraft Mayo and Miracle Whip brands for Lent 2014. The program, kicking-off March 9 and continuing through April 18, 2014, will offer consumers new recipes and money-saving coupons to help seafood fans capitalize on one of America’s most complementary culinary combinations.
Everyone’s favorite Tuna Salad Sandwich is enjoying a renaissance as more consumers than ever are looking for new ways to prepare and serve the lunchtime classic, says Christie Fleming, senior vice president of marketing for Chicken of the Sea.
“We’re seeing a steady increase in recipe searches for tuna and tuna salad sandwiches that incorporate mayonnaise, so we know that seafood continues to be a steady meal option during the Lent period,” she says; “Chicken of the Sea embraces these cravings by giving seafood fans timely mealtime options that include tuna and mayo, be it in a salad, a sandwich or a fun, outside-the-box recipe idea.”
Chicken of the Sea celebrates its 100th anniversary in 2014 with a library of new recipes ranging from innovative takes on the tuna salad sandwich and other classics to compelling new dishes calling for tuna, salad and other seafood favorites.
Chicken of the Sea and Kraft Mayo and Miracle Whip brands’ in-store promotional support will include a national free-standing insert (FSI) at the beginning of Lent that will offer 55 cents off two 5-ounce Chicken of the Sea Solid White Albacore Tuna can and 75 cents off any one Kraft Mayo or Miracle Whip product. Another $1 off three 5-ounce Chicken of the Sea Solid White in Water offer is available in select markets. Corrugated modular displays in deli sections and end-cap and lobby displays will be incorporated at participating retailers.