September
13, 2002: Chicken of the Sea selects Synectics
Group for closed-loop trade promotion management.
Chicken of the Sea made
their vendor selection after interviewing
many vendors over a period of several months.
With so many vendors competing for this
project, we are proud to be selected as
the best TPM system by Chicken of the Sea.
While the corporate name has changed over
the years, Chicken of the Sea has been associated
with the marketing and processing of canned
seafood since 1914, making it one of the
oldest seafood companies in the United States.
Their products have been marketed under
the Chicken of the Sea trademark and the
distinctive "Mermaid" logo since
1952 and are recognized by consumers as
having consistently good taste and high
quality. The Chicken of the Sea product
line includes tuna, salmon, crab, shrimp,
oysters, clams, sardines, and mackerel.
The Chicken of the Sea Mermaid is one of
the best-known icons throughout the world.
She was the focal point for the brand's
advertising for many years and the recognition
of this icon is every bit as strong today.
The catchy jingle that was developed in
the early 1960s continues to be used in
today's advertising: "Ask any Mermaid
You Happen to See... What's the Best Tuna?
Chicken of the Sea!"