Chicken of the Sea ‐ Web Design

Rejuvenating an American icon


Chicken of the Sea has been an American household name since the 1950s, and its mermaid one of the most recognizable brand ambassadors. Through two website redesigns, seasonal consumer campaigns, and authentic storytelling initiatives, we helped the mermaid and her brand elevate the way consumers think about the can of tuna.

  • Brand & digital strategy

  • Consumer campaigns

  • Design

  • Development

  • CMS

  • Copywriting

  • SEO

  • Email marketing

  • Analytics

  • Conversion optimization

A fresh new brand

The Chicken of the Sea brand has always stood for freshness, but their digital presence didn’t necessarily communicate that. We put our creative talents to work to refresh and extend the digital design system based on a recent brand refresh to create a clean and impactful presence with a bright color palette and graphical patterns inspired by the ocean. The balanced use of candid, natural lifestyle photography gives the site a more relatable feel.


Growth in unbranded organic search visits in two years

Transparency, from ocean to plate

The Chicken of the Sea brand has made its commitment to sustainability a core pillar of its company values and operations. To support this, we created rich digital stories around this key business priority. And in an industry first, we developed a web application that allows customers to trace any product (among millions sold each year) back to the vessel, location, and fishing method used, providing detailed visibility from ocean to plate.

Connecting & engaging

Devising a contest to name the iconic mermaid after 60 years; creating an official U.S. food holiday; challenging fans of the brand to channel their inner adventurer; partnering with an integrated marketing team to bring a national Mermaid Tour to life… Active Ingredients led the way in bringing this year-long, multi-faceted campaign to life in digital creating and executing numerous marketing activations to drive consumer engagement. Wait, — Chicken of the Sea’s Mermaid got a name? Yup, we made that happen.

Inspiring the explorer

We helped Chicken of the Sea transition from a commodity brand to a lifestyle brand with a distinct point of view. Rich content, useful ideas and relevant storytelling strengthen and support this approach by enriching the visitor experience, and inspiring people to become more adventurous with food and in their lives.