Aquamar, a Rancho Cucamonga, California-based producer and marketer of surimi and convenient seafood, is bringing its next generation of innovation to consumers, with new products and the company’s recently refreshed brand identity now appearing at grocery stores in the USA.
Leading the rollout are offerings including Crispy Salmon Bites, Salmon Wellington with Cheddar, Lemon and Spinach, and Pan-Seared Pacific Cod varieties. The products are designed to take the work and intimidation out of preparing seafood while delivering the flavor and quality people expect from a great meal.
“Consumers are hungry for more seafood, but too often, convenience and routine keep them reaching for the same meals,” said CEO Daryl Gormley. “We’re flipping that script. These new products are designed to make seafood easier, more exciting and more craveable than ever, bringing bold flavors and effortless convenience to the everyday meal. We want to give consumers a reason to rethink what seafood can be and make it something they’re genuinely excited to put on the table.”
In support of the retail launch, Aquamar is taking direct aim at “Big Chicken,” one of the most entrenched proteins in the American dinner routine. Developed through a partnership with ONE23WEST, the company’s new “Chickensanity” campaign extends that challenger mindset beyond the package and into a provocative, entertainment-driven advertising initiative. The campaign is grounded in a simple insight: Americans eat a lot of chicken, and too often settle for another uninspiring dinner because it’s familiar and easy.
Inspired by the horror movie genre, “Chickensanity” turns the monotony of repetitive chicken dinners into something darker. The campaign’s original longer-form films pushed the premise so far that versions were deemed too intense for mainstream viewership before 7 PM, leading to the creation of edited versions for broader audiences. And Aquamar isn’t limiting the fight to the screen.
An accompanying out-of-home promotion will take the message directly to “Big Chicken’s” doorstep, with placements in close proximity to fast food chicken restaurants. Provocative creative including “Give Chicken the Bird” will confront consumers at the very moment they’re about to make chicken their default choice yet again.
“Big Chicken has spent decades making itself the easy answer to what’s for dinner?,” said Gormley. “We’re here to give people a more interesting answer. ‘Chickensanity’ is deliberately provocative because breaking the entrenched chicken habit requires more than another beautiful picture of seafood. It requires a reason to stop, rethink the routine and get excited about what’s on the plate.”
The campaign represents a sharp departure from traditional seafood advertising. Instead of oceans, fishing boats and pristine seafood plates, Aquamar is borrowing from horror, entertainment, and challenger-brand culture to compete for attention, and ultimately occasions, against the much larger protein establishment.
Chickensanity brings to life the “Big Fish Energy” attitude introduced as part of Aquamar’s 2026 brand refresh, which included a new logo, vibrant packaging, expanded portfolio and “fuss-free seafood” positioning.
