Legal Sea Foods Wades Into Fishy Election Year

Parody Ad Campaign Reflects Political Zeitgeist As CEO Berkowitz Announces Presidential Bid With Bold Pronouncements

Mar 01, 2016, 10:40 ET from Legal Sea Foods

BOSTON, March 1, 2016 /PRNewswire/ -- Capitalizing on today's heated political debate, Legal Sea Foods will debut a new advertising campaign announcing the (faux) presidential bid of its CEO, Roger Berkowitz, and his fishy take on a number of hot-button issues.

Looking to put his spin on a number of polarizing pronouncements made by the various candidates, the head of the Boston-based restaurant group is featured in television and print advertisements weighing in on gay rights (Legal has proudly served rainbow trout for years), building a border wall (it would hurt sales of fish tacos), and recreational substances (he'd legalize seaweed on his first day in office).  In an election year in which political correctness has been thrown out the window, these ads do the same.

The parody campaign is timed to launch during today's Super Tuesday primaries and caucuses.  It will initially run in Boston, but may roll out to other markets in coming weeks as the "Berkowitz for President" political campaign gains steam.  Berkowitz is widely regarded as someone who could potentially break the gridlock in Washington, as he's brought both Democrats and Republicans to the table his entire adult life.

"Many of the key issues facing our country are legal in nature – gay rights, illegal immigration, legalizing recreational substances – so Legal Sea Foods should have a voice in the debate," said Mr. Berkowitz, President and CEO of Legal Sea Foods.  "I would hope people view these ads in the spirit in which they were created."

The print and TV ads resemble typical political campaign ads with rousing music, strong images and a serious tone.  One TV spot begins: "Some candidates flounder on the topic of gay rights.  Not Roger Berkowitz."  Then, against the backdrop of a waving American flag, the putative candidate states: "I've always supported the gay community.  That's why at Legal Sea Foods we proudly serve rainbow trout." 

Borrowing from one of the current candidates, the "Berkowitz for President" ads conclude with #feeltheberk.  To see the first three television commercials, click this link:

The campaign was created by Legal's long-time advertising agency, DeVito/Verdi.

Legal Sea Foods was founded more than 60 years ago as a small fish market in Inman Square, Cambridge.  Today, President and CEO Roger Berkowitz leads the company toward continued growth and diversification. With 30+ restaurants up and down the East Coast, Legal Sea Foods has earned scores of honors and awards, and proudly carries its well-earned reputation as the nation's finest seafood restaurant. For more information about Legal Sea Foods and its locations, please visit


DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  It has been voted "Best Agency" six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.  The agency has had a rich history of success with radio advertising, including its campaign for the National Thoroughbred Racing Association, one of the most acclaimed radio campaigns in history.  The agency has also worked for the radio industry to create a number of campaigns designed to bolster the image and offerings of the medium to consumers.

DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as Kohl's, The National Association of Broadcasters, 7-Eleven, New York Institute of Technology, Massachusetts General Hospital, Sony, Canon, Duane Reade Drug Stores, BMW, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, U. of Chicago Medical Center, eCampus, Reebok, Legal Sea Foods, Office Depot, Appleton Rums, Pepsi/SOBE, Fallon Community Health Plan, Tribe Mediterranean Foods, Empire Kosher Chicken, Acura, CarMax, Sports Authority, Campaign for Freedom Post 9/11, Pro-Choice Education Project, Hillary Clinton for Senate, and others.  For more information on DeVito/Verdi, visit

SOURCE Legal Sea Foods