New Legal Sea Foods Ads Elevate Seafood to a Religious Experience for "Pescatarians"
SEAFOODNEWS.COM [Boson Globe] By Taryn Luna - July 1, 2015 -
Legal Sea Foods advertisements have insulted MBTA employees, referenced "Brokeback Mountain," and likened the word "chain" to a four-letter expletive.
Now, a new campaign from the Boston company attempts to establish a new religion whose members will be known as "pescatarians," comparing them to Catholics and Presbyterians. A pescatarian is a person whose diet includes seafood but no meat.
Roger Berkowitz, the chief executive of Legal Sea Foods, calls himself the "high priest" of the fish-eating church. "I'm converted," said Berkowitz, who is Jewish. "We love the idea that we're elevating seafood to a religious experience."
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