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Campaign ran: September 2011

Why the fuss: Legal Sea Foods garnered attention a few years ago for a campaign of 15-second TV commercials that resembled a public-service announcement to preserve species of fish and crustaceans like the crab, salmon or trout. But the Boston-based chain’s ulterior motives were revealed when, for example, it asked viewers to save the crab “so we can chop it up into tasty little crab cakes.” Environmentalists at Greenpeace Oceans and the Natural Resources Defense Council, however, did not find the commercials very funny.