# Fishy Mantra Ads The Legal Sea Foods Print Campaign Pokes Fun at Old Adages By Luisa Amanda Gomes | Published 2010-05-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/legal-sea-foods-print-campaign References: [advertlover](http://advertlover.com/node/5523) & [legalseafoods](http://www.legalseafoods.com/) The [Legal Sea Foods](https://www.trendhunter.com/trends/legally-hazy-ipa) print campaign above was put together by advertising agency DeVito/Verdi in New York City. The campaign entails traditional sea food restaurant signs with clever fishy sayings. However, the wise sayings depicted have been modernized to suit the legality of serving [fresh seafood](https://www.trendhunter.com/trends/fish-fixe). With taglines like “Give a man a fish and he'll eat for a day. Teach a man to make reservations and he'll eat for a lifetime," it’s clear that Legal Sea Foods organization wants to make viewers aware of [over-fishing](https://www.trendhunter.com/trends/green-chef) and the importance of serving fresh fish. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 32% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Sustainable Seafood:** Legal Sea Foods is promoting the importance of serving fresh fish and sustainable seafood to its customers. - **Modernizing Traditions:** Legal Sea Foods is modernizing traditional adages to promote its brand and educate customers about sustainable seafood practices. - **Clever Advertising:** DeVito/Verdi's creative and clever advertising campaign for Legal Sea Foods is generating buzz and attention for the brand. ### Industries Being Reshaped - **Seafood and Aquaculture:** The seafood and aquaculture industry has the opportunity to embrace sustainable practices and educate customers about the importance of fresh seafood. - **Advertising and Marketing:** The advertising and marketing industry has the opportunity to think outside the box and create clever campaigns for clients that generate buzz and attention. - **Sustainability and Conservation:** The sustainability and conservation industry has the opportunity to work with seafood companies to promote sustainable practices and responsible fishing practices. ## Related on Trend Hunter - [Responsibly Sourced Fish Fillets](https://www.trendhunter.com/trends/responsiblysourced-fish-fillets.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Asian Cuisine Seafood Meals](https://www.trendhunter.com/trends/fish-said-fred-oven-ready.md) - [Reimagined Gourmet Seafood Branding](https://www.trendhunter.com/trends/seafood-branding.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Investor-Focused Seafood Brand Strategies](https://www.trendhunter.com/trends/dragons-den.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [High-End Seafood Restaurants](https://www.trendhunter.com/trends/highend-seafood-restaurant.md) - [Crispy Flavorful Fish Entrees](https://www.trendhunter.com/trends/birds-eye-captains-discoveries.md)