Pop icon and reality television pioneer Jessica Simpson has masterfully transformed one of the small screen's most memorable gaffes into a profitable brand partnership, two decades after the incident first aired.
From Viral Blunder to Brand Ambassador
This week, Simpson announced a new collaboration with the very brand that made her a viral sensation long before the term was commonplace: Chicken of the Sea. The partnership was cemented with a behind-the-scenes video, shared on Wednesday, showing the singer in a recording studio enthusiastically belting out the tuna company's classic jingle.
Dressed in a casual black top and jeans, the star grinned for the camera, declaring, 'I’m back on set with Chicken of the Sea.' The move signals a full-circle moment for Simpson, who has officially turned a moment of cringe into a cash-generating venture.
Revisiting the Infamous 'Newlyweds' Moment
The origin of this unlikely alliance dates back to a 2003 episode of her hit MTV reality series, Newlyweds: Nick and Jessica. Then a 23-year-old newlywed to singer Nick Lachey, Simpson peered into a can of Chicken of the Sea tuna and uttered the now-legendary line: 'Is this chicken what I have or is it fish?'
The off-the-cuff remark instantly became a pop-culture phenomenon, endlessly replayed and referenced. At the time, Simpson had no idea the simple question would define a significant part of her public persona for years to come.
Owning the Narrative with Humour
Simpson's latest deal isn't her first playful engagement with the meme. Two years ago, she starred in a hilarious advertisement for the brand alongside her then 13-year-old daughter, Maxwell Drew. The commercial directly poked fun at the original incident, with Maxwell questioning who could possibly be confused by the name 'Chicken of the Sea.'
In the new studio video, Simpson leaned into the humour again. With her signature Southern twang, she launched into the jingle: 'Ask any mermaid you happen to see, what’s the best chicken?' She immediately stopped, laughing as she realised she'd botched the lyrics. 'Wait - that’s not right,' she quipped, showcasing the self-aware charm that has endeared her to fans.
A Spirited Career Comeback
This brand partnership arrives amid a significant professional resurgence for Simpson. Following her divorce from former NFL star Eric Johnson in January 2025 after a decade of marriage, the star has been forging a major comeback.
Her recent projects include:
- A guest appearance on Kim Kardashian's Hulu series, All's Fair.
- The release of her new country music project, Nashville Canyon Part I and II.
- Public reflection on her early career pressures and her journey back to music.
In a recent interview, Simpson revealed that returning to music felt like 'coming back home to myself', contrasting it with the manufactured pop star image of her youth. She has spoken candidly about never feeling 'good enough' during the peak of her early fame, chasing radio hits rather than artistic authenticity.
Now, by embracing her most infamous moment with confidence and humour, Jessica Simpson is not just selling tuna—she's reclaiming her narrative, proving that sometimes the best response to a long-running joke is to laugh all the way to the bank.
