BOSTON (CBS) – A new ad campaign by Legal Seafood in Boston has raised the ire of a big environmental group.

Greenpeace USA says the ads are degrading.

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“Save the trout, save it to swim another day, or just save it so we can grill that baby up real nice,” a voice says in the advertisement.

John Hocevar is the director of Greenpeace Oceans. He says Legal misses the boat.

WBZ NewsRadio 1030’s Rod Fritz reports

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“You know there are ways to do it, and won’t destroy the ocean,” says Hocevar.

Roger Berkowitz, owner of Legal Seafood, says it’s all about marketing the ads, which he says are for a younger crowd.

“The next generation that’s coming in, that’s enjoying fish now tends to be younger,” Berkowitz tells WBZ NewsRadio. “They grew up watching South Park, not Walt Disney’s Wonderful World Of Color.”

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Berkotwitz considers himself an avid environmentalist and says he and Greenpeace are on the same side.