Unlike the tales most fishermen tell, Long John Silver's latest limited-time offer, the Big Catch, does not involve exaggeration of its size.

The Big Catch is a piece of wild-caught haddock three times the size of the 1,275-unit chain's regular whitefish fillet, and Long John Silver's will offer it in a basket meal for $4.99 through July, or until supplies run out.


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“The Big Catch is a big menu item for Long John Silver's, not just in size but also in value,” chief marketing officer Charles St. Clair said in a statement. “It's the largest fish we have ever offered, weighing in at 7 ounces to 8 ounces of 100-percent premium haddock caught in the icy waters of the North Atlantic.”

The Louisville, Ky.-based chain also recently reintroduced its signature tartar sauce this summer, following its first new-menu rollout in years this past January. Earlier this month, Marie Zhang joined the brand as its first chief food innovation officer.

For the Big Catch, the $4.99 basket will include the fish fillet, hush puppies and the choice of another side. Another combo will include a beverage, and a platter will include the fish fillet, two orders of hush puppies, two sides and four large shrimp.

Long John Silver's will promote the Big Catch with a national advertising campaign that encompasses television, print, social media and outdoor billboards.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN