Long John Silver's transforms winter holiday classics into songs celebrating 'Fishmas in July'

Baldwin& follows up restaurant's seafood album from last year with more maritime music

Published On
Jun 26, 2019

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First came an album of seafood-themed songs, timed for the spike in fish sales during Lent. Now, aficionados of surf-rock can thank Long John Silver’s for “Fishmas in July,” an all-new playlist that puts a twist on winter holiday classics—to celebrate the summer season.

D.C.-based band The Coral Benders returns with their rendition of “The Twelve Days of Fishmas,” which recites a litany of gifts from Poseidon, from seven sharks a-surfin’ and six squids a-squirtin’ to five hush puppies and a love for life on the sea.

Medium Heat croons about jumping salmon, lionfish and hammerhead sharks in lounge-country jam “I Smelled the Smells on Fishmas Day,” and Mr. Chenier turns the fast feeder’s name into a smooth chorus in the R&B tune “Shark! Harold the Anglers Sing.”

In all, there are eight more songs now available on Spotify from Fish Yeah! Records, the mini-label created by LJS and agency Baldwin&, ranging from old school hip-hop to ethereal electric rock. The main social media push comes in early July, the largest summer marketing effort the brand has ever undertaken.

As with the previous album, the songs function as audio coupons. Customers who play one in-store (try “Jingle Shells”) will receive a downloadable gif that can be redeemed immediately for a buy-one-get-one grilled fish taco deal—a menu item first offered in May, a lighter option than the traditional fried foods that dominate the menu.

Random social media customers will also receive branded gear, including Fishmas bathing suits and towels and flip-flop sandals made to look like fish.


Jun 26, 2019
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