Chicken of the Seais celebrating its 100th anniversary in 2014 as an iconic American brand and is giving Rockland residents the chance to join in the celebration Aug. 1-3 — and even to win $10,000 instantly.

Rockland is the next stop on the first-ever Chicken of the Sea Great American Gratitude Tour, a six-month, 56-city journey which brings the brand’s iconic Mermaid and Centennial celebration to seafood lovers across the country while honoring local heroes and nonprofits that are bringing good to their communities.

The brightly-wrapped Great American Gratitude truck and vintage Airstream, both created specifically for the tour, will make stops at supermarkets, public events and venues throughout Rockland. The tour, which is free and open to the public, ends in Boston during Labor Day Weekend.

The tour will be at the Maine Lobster Festival in Harbor Park on Friday, Aug. 1 and Saturday, Aug. 2, from 11 a.m. to 6 p.m.

Visitors can have their pictures or video taken with the Mermaid, relive Chicken of the Sea history and take home Mermaid-themed giveaways. One lucky participant receiving the winning commemorative coin in the Mermaid’s Treasure Chest promotion will instantly win $10,000 to use for the community service project of his or her choice.

A highlight of many stops will be the official presentation of a $10,000 check to a local individual or nonprofit organization as part of Chicken of the Sea: 100 Years of Good. As a way of thanking Americans for its first 100 years, the brand is investing $1 million in 100 charitable individuals and nonprofits with $10,000 “Great American Gratitude” awards to empower them to continue their grassroots community service and goodwill efforts.

The public can nominate deserving individuals or organizations to receive a Great American Gratitude Award at

“We’re delighted to be bringing Chicken of the Sea’s 100th anniversary celebration directly to American hometowns across the country,” explained Christie Fleming, the brand’s senior vice president of marketing. “But more than that, we consider it a real privilege to honor those selfless individuals and organizations making a real difference in their communities through philanthropy, revitalization or other tireless acts of service. It is our hope that the Great American Gratitude Tour will empower them to continue their cycle of good.”

For more information on Chicken of the Sea: 100 Years of Good, including the latest Great American Gratitude Tour schedule, go to