If It Isn’t Frosh, It Isn’t Legal

March 3, 2016

As the hardworking staff at our kissing’ cousin Campaign Outsider has dutifully noted, Legal Sea Foods owner Roger Brokowitz – sorry, Berkowitz – is pretty much as tasteless as his menu when it comes to advertising his fish houses.

Exhibit Umpteen: The latest Legal Sea Foods ad campaign, which enjoyed some Boston Globe $ynergy on Tuesday, and featured this full-page ad in the $tately local broadsheet on Wednesday.

 

Screen Shot 2016-03-03 at 12.44.01 AM

 

The ad in today’s edition of the Globe is downright dumb.

 

Screen Shot 2016-03-03 at 11.41.58 AM

 

Even dopier are the campaign’s TV spots (see them here), which don’t even rise to the level of sophomoric.

For several years now Berkowitz has relied on trendy New York ad agency DeVito/Verdi to create his advertising, which has drawn widespread criticism.

Maybe it’s time for him to cast his net closer to home.

P.S. Unsurprisingly, the Legal ads have not run in the irony-deficient Boston Herald. Apparently, the readers of the thirsty local tabloid fail to #feelthejerk, er, berk.

Good for them.

Advertisements