Seafood-Category Leader Chicken of the Sea Launches `Apprentice Challenge` Contest, Offers Trip to New York City as Prize

Contest Asks Consumers to Complete Marketing Task to Win Trip to "The Celebrity
Apprentice" Finale
SAN DIEGO--(Business Wire)--
As an extension of its partnership with Mark Burnett Productions and NBC`s hit
show "The Celebrity Apprentice," Chicken of the Sea International is testing the
business savvy of consumers through a seafood-inspired contest awarding one
grand-prize winner a trip to the show`s season finale.

Dubbed Chicken of the Sea`s Apprentice Challenge, the contest asks consumers to
complete a marketing challenge that fits into one of the following categories:
outlining a new product concept; designing a billboard that promotes Chicken of
the Sea`s Healthy Selections or its pink salmon, albacore and light tuna cups;
or outlining a viral campaign that could be successfully carried out on a social
network. All entries must focus on Chicken of the Sea`s key attributes of
health, nutrition and convenience and will also be judged according to how well
they achieve the company`s provided goal for each challenge.

"The Apprentice Challenge contest is another fun way for our company to offer
consumers a chance to get creative, while learning more about the healthfulness
of Chicken of the Sea`s line of shelf-stable seafood," said John Sawyer, senior
vice president of sales and marketing for Chicken of the Sea International.
"Through our partnership with `The Celebrity Apprentice,` and by asking
consumers to focus on Chicken of the Sea`s key attributes in their entries, we
will be able to further educate the public about the importance of eating
seafood twice a week, while sending one winner on a fun-filled trip to New York
City."

According to the American Heart Association, American Diabetes Association,
American Medical Association and USDA, seafood should be included in the diet
twice a week to help improve overall health, as research shows it helps protect
against heart attack, diabetes and stroke. Seafood - which is low in fat,
cholesterol and calories - has also been shown to combat obesity, decrease blood
pressure and improve circulation.

The grand-prize winner will be selected by a panel of sponsor judges and
announced following the airing of Chicken of the Sea`s "The Celebrity
Apprentice" two-hour episode in May on NBC. In order to enter the contest and be
considered for the grand-prize trip, contest participants must enter by April 24
at midnight PDT, be registered Mermaid Club members and meet all eligibility
requirements. Prizes for the contest winner include round-trip airfare to New
York City, hotel accommodations and two tickets to the show`s live finale May
10.

To learn more about Chicken of the Sea`s Apprentice Challenge contest or to
submit an entry, please visit www.ChickenOfTheSea.com or
www.ApprenticeChallenge2009.com. To learn more about the many healthful benefits
of Chicken of the Sea seafood, visit www.ChickenOfTheSea.com or
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.

Nuffer, Smith, Tucker
Amanda Rozier, 619/296-0605, ext. 269
ar@nstpr.com
or
Teresa Siles, 619/296-0605, ext. 231
ts@nstpr.com

Copyright Business Wire 2009