Getting serious: Captain D's uses a new branding strategy to show seafood lovers that it is the other fish in the sea. (Storyboard).

Chain Leader, February, 2003 by Littman, Margaret

The first of three new 30-second television spots for Captain D's features an earnest employee, Louise, explaining how seriously the chain takes its hush puppy recipe. Other spots apply the same gravity to seafood selection and hand-battering fish. While the commercials still have some fun--in another an employee karate kicks a battering machine to demonstrate how strongly Captain D's feels about its by-hand approach--the solemnity of the campaign reflects the chain's intent to be taken seriously in the seafood segment.

The Nashville, Tenn.-based chain is trying to get its sea legs outside of the Southeast, which has been its stronghold since its founding as Mr. D's in 1969. The ad campaign launches a new branding effort for the quick-service concept, which...

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