SAN DIEGO (EMWNews) August 5, 2008 —

Ask any Mermaid you happen to see – what brand

is asking consumers to get creative? Chicken

of the Sea!

” Not only is this contest fun and interactive, but it is also allowing us to educate the public on the benefits of eating seafood twice a week and the need for all people to have access to healthy protein options. ”

Beginning Aug. 1, Chicken of the Sea International is asking people if

they have what it takes to become a star by creating the newest verse of

the company’s famous, catchy jingle. The

Mermaid Jingle Jam, an online and interactive contest, is giving

consumers the opportunity to come up with their own 30- to 90-second

jingle that incorporates Chicken of the Sea’s

original lyrics, key messages about seafood and the contestant’s

verse into a new format – a music video.

Prizes include iPod shuffles® for the first

100 valid entries, $10 iTunes® Gift Cards for

the next 50 valid entries and a celebrity-style trip to Universal

Studios Hollywood^SM–

The Entertainment Capital of L.A.^SM–

for the grand-prize winner, complete with a behind-the-scenes tour,

airfare, hotel and dinner at a Hollywood hotspot.

Created as an extension of the Twice

a Week for Better Health campaign that launched last October, a

partnership with national hunger relief organization America’s

Second Harvest – The Nation’s

Food Bank Network, the Mermaid

Jingle Jam contest is further spreading the news about the

healthfulness of seafood, while offering consumers a creative way to get

involved and help stop hunger in their neighborhoods. In addition to

being awarded a Hollywood dream vacation, the grand-prize winner’s

local America’s Second Harvest food bank will

receive a truckload of Chicken of the Sea seafood.

“The Mermaid Jingle Jam contest is our way of

inviting consumers to become a part of Chicken of the Sea’s

history by recreating our well-recognized jingle,”

said John Sawyer, Chicken of the Sea’s senior

vice president of sales and marketing. “Not

only is this contest fun and interactive, but it is also allowing us to

educate the public on the benefits of eating seafood twice a week and

the need for all people to have access to healthy protein options.”

Participants will be asked to upload a video that incorporates the

original Chicken of the Sea jingle, as well as their new verse, which

should include four key themes focusing on health, convenience, quality

of life and dietary requirements. Sample videos can be seen on Chicken

of the Sea’s YouTube page. Contest semi-finalists will be selected

by a panel of sponsor judges, followed by public voting for finalists

and a grand-prize winner.

All participants must be registered Mermaid Club members and meet all

eligibility requirements to enter. Those who wish to find out more about

the contest or enter a video should visit www.MermaidJingleJam.com

or www.ChickenOfTheSea.com.

For information on Chicken of the Sea and the nutritional qualities of

seafood, including why it is important to include fish in the diet twice

a week, please visit 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.

America’s Second Harvest — The Nation’s Food

Bank Network — is the largest charitable

domestic hunger-relief organization in the United States. Through its

network of more than 200 member food banks, America’s Second Harvest

annually provides assistance to more than 25 million people in need,

including more than 9 million children and nearly 3 million seniors in

all 50 states, the District of Columbia and Puerto Rico. Each year,

America’s Second Harvest secures and distributes more than 2 billion

pounds of food and grocery products to support feeding programs at

approximately 63,000 local charitable agencies, including food pantries,

soup kitchens, emergency shelters, after-school programs and Kids Cafes.

To learn more, please visit www.secondharvest.org.

iPod and iTunes are registered trademarks of Apple, Inc. All rights

reserved. Apple is not a participant or sponsor of this promotion.

©2008 Universal Studios. All Rights Reserved.

Release Summary:

Chicken of the Sea International is launching the Mermaid Jingle Jam –

an online video contest focusing on the healthy benefits of seafood and

helping feed America’s hungry.

Keyword Tags:

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