Long John Silver’s packaging

Design: Baldwin&
Location: United States
Project Type: Food packaging re-design
Client: Long John Silver’s
Packaging Contents: Food
Packaging Substrate / Materials: Paper

Long John Silver’s in-store packaging design system. The design was an intrinsic creative piece of the QSR’s “Fish, Yeah!” campaign from Baldwin& that launched in 2019 and included audio coupons that could be redeemed in-store.

What’s Unique?
The insights for the “Fish, Yeah!” campaign came out of the agency’s custom research and led to the development of a new brand-positioning strategy for Long John Silver’s. It also informed the ad campaign and its subsequent iterations in 2019.

According to research conducted by Baldwin&, 44 percent of potential LJS customers said their mood was the main driver of a craving for seafood. The agency team set about creating a “seafood mood” for the package design and a creative campaign on social media that featured music from artists commissioned to write about LJS’s menu offerings.

Creative Credits
Baldwin& / Creative and Design Agency
Jennifer Matthews – Director of Design
David Baldwin – CEO / CCO
Scott Chalkley – Associate Creative Director
Jennifer Hazelett – Director of Account Management
Alex Warner – Account Supervisor
Michelle Blaser – Communications Strategy Director
Ashley Yetman – Director of Strategy
Renée Tufillaro – Senior Social Strategist
Lindsay Barnes – Senior Project Manager

Manufacturer / Website Agency
Vanessa Casarrubias – Lead Producer
Matthew Bowers – Creative Director
Nick DeNitto – Creative Director

Long John Silver’s / Client
Stephanie Mattingly, CMO
Christopher Caudill, VP of Marketing