Chicken of the Sea International Launches Contest - The Mermaid Jingle Jam

Contest Asks Consumers to Create New Verse to Iconic Jingle; Grand
Prize Includes Truckload of Seafood for Winner's Neighborhood Food
Bank
SAN DIEGO--(Business Wire)--
Ask any Mermaid you happen to see - what brand is asking consumers
to get creative? Chicken of the Sea!

Beginning Aug. 1, Chicken of the Sea International is asking
people if they have what it takes to become a star by creating the
newest verse of the company's famous, catchy jingle. The Mermaid
Jingle Jam, an online and interactive contest, is giving consumers the
opportunity to come up with their own 30- to 90-second jingle that
incorporates Chicken of the Sea's original lyrics, key messages about
seafood and the contestant's verse into a new format - a music video.
Prizes include iPod shuffles(R) for the first 100 valid entries, $10
iTunes(R) Gift Cards for the next 50 valid entries and a
celebrity-style trip to Universal Studios Hollywood(SM) - The
Entertainment Capital of L.A.(SM) - for the grand-prize winner,
complete with a behind-the-scenes tour, airfare, hotel and dinner at a
Hollywood hotspot.

Created as an extension of the Twice a Week for Better Health
campaign that launched last October, a partnership with national
hunger relief organization America's Second Harvest - The Nation's
Food Bank Network, the Mermaid Jingle Jam contest is further spreading
the news about the healthfulness of seafood, while offering consumers
a creative way to get involved and help stop hunger in their
neighborhoods. In addition to being awarded a Hollywood dream
vacation, the grand-prize winner's local America's Second Harvest food
bank will receive a truckload of Chicken of the Sea seafood.

"The Mermaid Jingle Jam contest is our way of inviting consumers
to become a part of Chicken of the Sea's history by recreating our
well-recognized jingle," said John Sawyer, Chicken of the Sea's senior
vice president of sales and marketing. "Not only is this contest fun
and interactive, but it is also allowing us to educate the public on
the benefits of eating seafood twice a week and the need for all
people to have access to healthy protein options."

Participants will be asked to upload a video that incorporates the
original Chicken of the Sea jingle, as well as their new verse, which
should include four key themes focusing on health, convenience,
quality of life and dietary requirements. Sample videos can be seen on
Chicken of the Sea's YouTube page. Contest semi-finalists will be
selected by a panel of sponsor judges, followed by public voting for
finalists and a grand-prize winner.

All participants must be registered Mermaid Club members and meet
all eligibility requirements to enter. Those who wish to find out more
about the contest or enter a video should visit
www.MermaidJingleJam.com or www.ChickenOfTheSea.com. For information
on Chicken of the Sea and the nutritional qualities of seafood,
including why it is important to include fish in the diet twice a
week, please visit www.TwiceAWeekForBetterHealth.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.

America's Second Harvest -- The Nation's Food Bank Network -- is
the largest charitable domestic hunger-relief organization in the
United States. Through its network of more than 200 member food banks,
America's Second Harvest annually provides assistance to more than 25
million people in need, including more than 9 million children and
nearly 3 million seniors in all 50 states, the District of Columbia
and Puerto Rico. Each year, America's Second Harvest secures and
distributes more than 2 billion pounds of food and grocery products to
support feeding programs at approximately 63,000 local charitable
agencies, including food pantries, soup kitchens, emergency shelters,
after-school programs and Kids Cafes. To learn more, please visit
www.secondharvest.org.

iPod and iTunes are registered trademarks of Apple, Inc. All
rights reserved. Apple is not a participant or sponsor of this
promotion.

(C)2008 Universal Studios. All Rights Reserved.

Release Summary:

Chicken of the Sea International is launching the Mermaid Jingle
Jam - an online video contest focusing on the healthy benefits of
seafood and helping feed America's hungry.

Keyword Tags:

apple ipod shuffle, contest, health benefits, health heart, heart
health, ipod shuffle, itunes gift card, jingle, seafood, trip, tuna

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Copyright Business Wire 2008