• by Joe Mandese  @mp_joemandese, October 16, 2017

It may taste like canned tuna, but Chicken of the Sea is leveraging its brand name in a new campaign raising what it calls an “age-old question: Is it chicken or is it fish?”

The campaign, which rolls out in test markets in Albany, N.Y., and Hartford-New Haven, Conn., focuses on the rhetorical question in a series of 15-second spots featuring a talking chicken “wrestling with the meaning behind the Chicken of the Sea brand.”

The execution may be the one of the best examples of reverse-species food promotion since Chick-fil-A’s national Cow Appreciation Day effort.

According to the company, the name’s origin comes from a “fisherman in the early 1900s who equated the white color and mild flavor of albacore tuna with the appearance and texture of chicken.”