• by Fern Siegel , Yesterday

The seafood restaurant chain Long John Silver’s has named Baldwin& its creative AOR.

There are an estimated 485 Long John Silver's locations in the U.S. The chain was founded in 1969 in Lexington, Kentucky, inspired by the Treasure Island character.

Baldwin& isn't new to the client, having done previous brand work in digital, packaging and social. It won the AOR assignment in 2017, then moved into a project-based partnership in 2020.

First work for the renewed partnership has already begun. Long John Silver's upped its reach with a Baldwin& campaign that featured the brand's playlist on the Soundcloud app. Customers who visited from March 6-April 19 and played a song got food and drink discounts.

The agency will work with Long John Silver’s media AOR Leap.

Baldwin& Co-CEO Ashley Yetman said the brand “became part of the nostalgic American experience by bringing the only-at-the-seaside-vacation-vibes to us all. No oceanfront property required. It’s a much-needed break from the everyday and we’re beyond excited to invite people into this delightfully sea-obsessed world.”

Long John Silver's is owned by LJS Partners LLC.

The agency' client work also includes Radio Flyer, Volvo and Gaia Herbs.