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By Laura Liebeck<br><br>

Scheming and sassy muppet Pepe the King Prawn has connived his way into the spokes-shrimpship of restaurant chain Long John Silver's.

The fast-talking shrimp with the Spanish accent (The Jim Henson Co.) hit the airwaves on Oct. 29 in a campaign developed by Fallon Minneapolis. Two spots are currently running. One features Pepe trying to convince the restaurant manager that he should be the spokes-shrimp; and another shows Pepe, wearing a director's beret, talking directly into the camera about LJS - without authorization from the manager.

The one-year contract, with an option to renew, is already getting positive reviews from consumers, says Michael Polis, Henson senior VP marketing worldwide (Los Angeles). Emails have been pouring into LJS requesting Pepe merchandise, especially plush, so Henson is now looking into a licensing program for the spicy prawn.

"The great thing about this is this character completely resonates with consumers. They get it the moment they see it," observes Polis.