Chicken of the Sea Uses Findings to Launch Search for 'Hunks'

SAN DIEGO - March 2005 - In a retail category generally void of innovation and brand loyalty, Chicken of the Sea plans on generating grassroots buzz by launching the "Hunks at Home" contest, immediately following the release of its "What Women Want" survey results.

Designed to invigorate and attract consumers to shelf-stable seafood, Chicken of the Sea's $20 million print, broadcast, online and in-store marketing efforts make up the second consecutive year the seafood company has invested $20 million in marketing - four times the industry standard. The 2005 campaign includes a return to television advertising after 14 years, and was kicked off with the "What Women Want" survey in February. The online survey attracted more than 31,000 responses and gauged women's attitudes on everything from which social issues are most important to them, to their desires when it comes to family, careers and, of course, relationships.

Chicken of the Sea used the results to determine what it means to be a Chicken of the Sea "hunk," and launch the "Hunks at Home" contest, a search for men who embrace what women are looking for in life, as determined by the survey.

"The campaign is phase two of our aggressive marketing, business and brand strategy that started with the introduction of our chunkier chunk light tuna in February 2004," said Don George, senior vice president of marketing for Chicken of the Sea. "We are having a little fun with the attention-getting campaign, but the real idea is to connect people with brand and communicate the message that Chicken of the Sea is about quality seafood."

George said that by improving the quality of its chunk light, Chicken of the Sea paved the way for many new innovations in shelf-stable seafood, including Chicken of the Sea's recently introduced seafood pouches, including shrimp, clams, oysters, crab and imitation crab and smoked Pacific Salmon. The seafood leader is also moving into the frozen food aisle with the introduction of Chicken of the Sea Frozen Shrimp in select supermarkets throughout the country.

"The 'Hunks at Home' contest isn't about finding stereotypical 'hunks," said George. "We're looking for people who share the same quality attributes associated with Chicken of the Sea. People who lead healthy, active lifestyles are part of what the contest will seek. It doesn't hurt if contestants know their way around the kitchen either," said George."'Hunks at Home,' like the 'What Women Want' survey, will entail large a online and viral marketing component."

Contestants for the Hunks at Home contest can be entered online now. Meanwhile, below is an overview of "What Women Want" survey results:

Food and Health:

• Eating nutritious meals is a top priority for overall health concerns.
• Respondents want to improve healthy eating habits/weight more than time management, organization and self-discipline.
• Variety also ranks high on the priority list, with respondents preferring to try new menu items rather than stick with time-tested recipes.
• Great taste and low price are reasons respondents will eat nutritious meals more often.
• Convenience is important in simplifying a busy lifestyle.

Family and Significant Others:

• Family is the number one most valued relationship.
• Help with cooking and cleaning are household chores respondents want assistance with most.
• A desirable partner demonstrates respect, communication, humor and thoughtfulness.
• Respondents want to be viewed with respect, adoringly and as an equal partner.

Career, Social Issues and More:

• Gaining personal satisfaction and being appreciated/valued are the top noted objectives in the workplace.
• Hard work/personal ambition is most important in helping people reach personal goals.
• Health care is the number one most important social issue to respondents, followed by education, then children's issues.
• Respondents are most likely to support breast cancer organizations, followed by animal protection/rescue groups and domestic abuse prevention organizations.

For complete survey results or for more information on "Hunks at Home," visit www.chickenofthesea.com.

A seafood category leader, Chicken of the Sea provides a variety of shelf-stable seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. The Chicken of the Sea brand and famous Mermaid icon are among the most recognized brands in America.