Legal Sea Foods, a Boston-based chain with more than 30 restaurants, said Thursday that it has launched a new phase of its ‘‘Fish is Brain Food’’ marketing campaign.
The chain is now asking folks to use social media channels to submit photos of an example of a “brainless act” or “a clearly stupid idea” for a chance to win a $250 gift card and the possibility of having their submission immortalized in Legal Sea Foods’ ongoing ad campaign.
Debuting earlier this year, the brain food campaign suggests that people doing dumb things are probably not eating enough fish.
But enjoy salmon or halibut on a regular basis, preferably at a Legal Sea Foods restaurant, and a diner’s IQ should smarten up nicely, tongue-in-cheek ads claim. In other words, eat enough fish, and a chowderhead could evolve into an egghead worthy of a Harvard Ph.D.
“This new promotion plays off the current ads, as it seeks to find further humorous examples of outrageous behavior where the subjects could have clearly benefited from eating more fish,” the company said in a press release. “The social media contest will allow consumers to submit examples of ‘stupid’ behavior on Instagram or Twitter via the hashtag #fishisbrainfood, or through an upload to the app on Legal Sea Foods’ Facebook page.”
The release included a statement from Ellis Verdi, president of DeVito/Verdi, the ad agency that created the campaign.
‘‘The whole ad campaign was sourced from real life examples of people doing clearly stupid things, so there must be even more ridiculous examples of those acts that sure sounded like a good idea at the time,’’ Verdi said.
Early ads featured such witless behaviors as licking an icy pole or driving into a garage door, a May story in the Globe noted.
Chris Reidy can be reached at firstname.lastname@example.org.