PRAWN PUPPET TO STAR IN SPOTS FOR LONG JOHN SILVER

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CHICAGO (AdAge.com) -- Yorkshire Global Restaurants' Long John Silver's has netted a new icon to deliver its marketing messages.

Beginning tonight, the Lexington, Ky-based seafood quick-service chain breaks its first campaign featuring Pepe the King Prawn hawking lobster-stuffed crab cakes and other menu items.

The $40 million effort via Publicis Groupe's Fallon, Minneapolis, debuts after more than a year of experimental ad concepts, including one with little people meant to personify cravings.

The sassy Spanish shrimp that debuted in 1998 as a Muppet will star in radio, TV and Internet spots and on store displays.

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