In a move that perfectly blends nostalgia with savvy marketing, singer and reality TV icon Jessica Simpson has announced an upcoming collaboration with the canned tuna brand Chicken Of The Sea. The announcement comes a full 22 years after she famously confused the brand's tuna for chicken in a hilarious moment that defined early-2000s television.
From Viral Blunder to Brand Partnership
Simpson, now 45, made the surprise reveal on Tuesday via her Instagram page, which boasts a following of 6.2 million fans. She posted a series of glamorous photos from a recent Chicken Of The Sea event, captioning them: 'New collab coming soon! I'll give you a hint… It's Mermaid Approved!'
The mother-of-three looked stunning in a flirty black feather-trimmed minidress, paired with sheer tights and tall heels. In several shots, she was seen holding a packet of the brand's Wild Caught Light Tuna seasoned with Frank's RedHot sauce. The Instagram carousel also featured close-up selfies showcasing her new light brunette hair, a departure from her signature blonde locks.
The Infamous Moment That Started It All
The origin of this unlikely partnership dates back to 2003 and an episode of her MTV reality show, Newlyweds: Nick and Jessica. A then-23-year-old Simpson, while eating from a can of Chicken Of The Sea tuna, turned to her then-husband Nick Lachey and asked: 'Is this chicken what I have or is it fish?'
Lachey's bemused clarification that it was, in fact, tuna became an instant pop culture phenomenon. Simpson has spent the subsequent two decades good-naturedly living down the moment, which has remained one of reality TV's most iconic and enduring blunders.
Fans flooded the comments section of her announcement post with messages of 'finally' and hailed the partnership as 'iconic,' celebrating the full-circle nature of the collaboration.
Building on a Playful Legacy
While the exact details of the 2026 collaboration remain under wraps, this is not Simpson's first rodeo with the brand. In 2024, she starred in a self-deprecating advertisement alongside her 13-year-old daughter, Maxwell.
In the ad, Maxwell questions her mother about eating 'Chicken of the Sea,' to which Simpson knowingly explains, 'It's not really chicken — it's tuna. So don't get confused by it.' When Maxwell retorts, 'Who would get confused by that?' Simpson laughs awkwardly and assures the audience she now knows 'it’s tuna.'
This new venture adds to a significant career resurgence for Simpson. Following her divorce from ex-husband Eric Johnson in early 2025, she has been forging a major comeback, including work on a new album and a guest appearance on Kim Kardashian's Hulu show, All's Fair.
When recently asked by TMZ about a potential return to reality TV as The Bachelorette, the superstar remained coy, stating, 'I have options, I'm good,' and dismissing concerns about ratings by saying, 'I don't care about that.'
