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Legal Sea Foods Ad Campaign Dishes Distaste For Being Called A "Chain"

UNITED STATES
Thursday, August 14, 2014

A new advertising campaign from Legal Sea Foods doesn't show delicious fish, satiated diners or any of the countless attributes that have made the Boston-based restaurant famous. Instead, the campaign focuses on something that Legal Sea Foods is not: A "chain restaurant." Legal Sea Foods President and CEO Roger Berkowitz takes umbrage at his restaurant group being called a "chain," so he stars in a series of humorous commercials that explain why that five-letter word is actually a "four-letter-word around here." ...
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