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    SeaPak Sets Sail for Lenten Sales

    A new campaign aims to drive consumer trial at a time when seafood is traditionally served.

    SeaPak has retained independent, full-service advertising agency Brunner to develop the frozen seafood brand’s first aggressive major national multichannel advertising campaign in years. Officially launching in time for Lent, which begins on Ash Wednesday, March 9,  the ad, which highlights SeaPak’s new “great coastal taste,” aims to reposition the brand’s items as go-to products for moms who want to serve high-quality meals to their seafood-loving families.

    As well as boosting the velocity/sales of the St. Simons Island, Ga.-based company’s Jumbo Butterfly Shrimp, Popcorn Shrimp and Shrimp Scampi SKUs, the campaign seeks to drive trial for SeaPak’s recently introduced Popcorn Fish product. Campaign strategies and tactics include a 30-second TV spot, in addition to print and banner advertising, FSIs and POS materials.

    With offices in Pittsburgh, Atlanta, and Washington, Brunner counts among its clients Bob Evans Restaurants and Food Products, GNC, Heinz and Wise Foods.
     

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