What Do Lobsters & Lent Have In Common?

godvertiser —  2010/03/10 — 3 Comments

As we continue through Lent season, Easter is around the corner.

So what types of consumer marketed products comes to mind in our commercialized secular culture with this Holy religious season?

Cadbury Easter Eggs?

Marshmellow Peeps?

Go on, keep thinking. . .

How about LOBSTERS?

I just got an email from a merchant with suggestions for a new spin on the whole Easter/Lent marketing thing:



I’ve never thought about or even recognized any other product categories that have pursued LENT-based marketing.  Have you?

Legal Sea Foods is a premium product, and they certainly aspire to excellence in their business.  Their company is not a slimy or take-the-shortcuts-in-business type enterprise IMHO.  So shady business practices (or marketing practices for that matter) isn’t something which I normally associate with this company in particular.  (I have no idea if the founders are Xtian or not).  But I have to hand it to them that this one is quite creative.

As Legal Sea Foods tries to position themselves as a prominent option for “meatless Friday dinner ideas” —  Are they doing a service? Or are they exploiting the religious calendar?

Legal Sea  FoodsI guess the question is where exactly are the boundaries for merchants to engage with those trying to live out their faith.

If you are ready to condemn Legal Sea Foods, what about the explicitly Christian companies that push other types of promotional Lent/Easter related products — like the re-purposed rubber wristbands as Lent reminders that I recently received at church — are these companies equally guilty of exploiting this community too?

My one criticism that does come to mind is that if this is *not* a simple ploy to exploit the church calendar, it would have been better to see the click through landing pages (or even a section on their site) helping their customers to explore the topic of meatless dinner alternatives. . . How about some sea food recipes? Or customer stories of their own family traditions involving friday night fish fry’s for dinner, etc, etc.  Once they become an actual resource, and not just a salesman, the authenticity in their communications efforts can really shine through.

Please leave a comment below with your thoughts on this issue.  I’m very interested to see what you think!

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3 responses to What Do Lobsters & Lent Have In Common?

  1. Since Lobster is premium, and thus pricy, it's not a suitable Lenten meal for Catholics, because it's not moderation.

    • Thanks for the insight.  However, isn’t it all relative?  Also, is labeling lobster as premium privileging one species of food over another for no other reason than marketplace sensibilities? If you lived in a fishing town/ industry, where seafood, including lobsters were common enough, would you respond the same way?

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  1. Something Fishy About Lent - Godvertiser.com - 2010/03/10

    […] thanks to Rev. Canon Dr. Jon Ignatius Lumanog for tweeting me regarding my original blog post that Legal Sea Foods wasn’t the first to focus a national marketing on Lent and the meatless […]

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