For SeaPak Shrimp and Seafood Co. – top-selling value-added frozen shrimp brand in the USA retail specialty seafood sector – October marks a five-year long campaign tradition known as “Shrimptacular.” The multifaceted program, which coincides with National Seafood Month, is designed to engage consumers across multiple touch points, influence purchase frequency, increase product trial and reinforce awareness of the SeaPak brand.
“Every year, we look forward to celebrating National Seafood Month to help educate families about the importance of eating seafood twice a week,” said Megan Grinstead, director of marketing for the St. Simons Island, Georgia-based company. “During Shrimptacular, our goal is to inspire seafood lovers everywhere by giving them ideas for serving great seafood meals at home.”
She continued: “Our target consumers – busy, family-focused moms – look to SeaPak throughout the year to provide them with convenient mealtime solutions that consistently deliver on taste and quality. With this year’s integrated campaign, we’ll be doing just that by activating a mix of relevant promotions to encourage consumers to try new seafood-centric dishes along the way.”
Shrimptacular Elements
To kick off Shrimptacular, the brand has extended the availability of its “SeaPak Summer Jams” Pandora radio station through the end of October, transporting busy consumers from their hectic routines to a more coastal frame of mind.
Additionally, on Facebook and Instagram, SeaPak is putting seafood lovers to the test in a user-generated, elimination-style recipe contest. Here, fans will be given the chance to win a $1,000 gift card and other prizes for submitting photos of their original recipes – using SeaPak products and a “mystery ingredient.” Entrants will have a chance to qualify as one of 10 contest finalists, which will be narrowed each week in October, until the ultimate winner is left standing.
Elsewhere, the brand will continue to bolster engagement and promotional buzz with a new step-by-step recipe video featuring a quick-and-easy taco bowl starring SeaPak Jumbo Butterfly Shrimp.
“We understand that some people who are looking to incorporate more seafood into their diets may feel a bit hesitant when it comes to preparing seafood themselves,” Grinstead said. “This is why we continue to create content and utilize tools like video to show consumers just how easy it is to prepare our products.”
Retailer Support
Just prior to its Shrimptacular kick-off, SeaPak gave consumers across the country the opportunity to snag a 75-cent coupon from their daily newspapers. Coupons will also be offered each Wednesday throughout October to subscribers of SeaPak’s Coastal Catch e-newsletter, as well as on the brand’s website.
In-store, the effort is being supported with POS displays and retailer promotions, which, according to Grinstead, “are tailored to reinforce local promotional excitement and increase trial by driving traffic to the frozen seafood aisle.”
About SeaPak
In business since 1948, SeaPak is a unit of Rich Products Corporation’s Consumer Brands Division which includes Farm Rich frozen snacks and appetizers, Coffee Rich non-dairy creamer, Byron’s BBQ and Casa Di Bertacchi Italian meatballs. Rich’s annual sales now exceed $3.5 billion, and the privately held, family-owned company employs more than 10,000 people around the world.
