New brand campaign empowers busy moms to let go of the everyday stress of meal planning
SeaPak Rolls Out New Brand Campaign
(UNITED STATES, 3/9/2017)
SeaPak Shrimp & Seafood Co. has a new message for busy consumers challenged by the daily stresses of meal planning: "Chillax, you've got this."
Created by SeaPak's agency of record, SCOUT, the new "Chillax" campaign is re-energizing SeaPak's position as America's go-to seafood brand – particularly for moms feeling pressure to put wholesome, tasty dishes on the table each day.
The Chillax campaign provides a playful take on everyday meal planning stressors and reinforces the notion that by adding more mindfulness and calm into each day, busy families can reduce stress and increase wellness.
The trusted name for delicious seafood products since 1948, SeaPak today produces America’s No.1-selling retail frozen shrimp brand within the specialty seafood category.
"The new brand campaign was built around the key insight that dinner is one of the most stressful times of the day for busy families," saidCheryl Maher, SCOUT SVP and director of client services. "To get to the meaningful heart of the SeaPak story, we humanized the brand through our storytelling process. That process helped us unveil several key narratives, including the sense of calm and stress relief that can result from being transported to a coastal, relaxation vibe through food experiences.
SeaPak is highly regarded within the seafood industry for its adherence to the utmost quality standards and for its commitment to resource management and sustainability.
"To tell an interesting story you need to unveil the conflict," saidTravis Sharp, SCOUT VP/creative director and improv performer. "What we realized about SeaPak is there is this conflict between escapism and mindfulness, and that's what makes this campaign interesting and human and funny.
SeaPak Shrimp Fries.
"Escapism is the feeling you get when you eat this delicious golden breaded shrimp. It transports you to your vacation on a secluded beach and away from the humdrum of everyday life," added Sharp. "On the other hand, mindfulness is knowing that at this very moment, SeaPak is in your freezer with all its healthy benefits.
"Escapism is forgetting all about what's going on right now; mindfulness is being in the here and now. We love that conflict about SeaPak. By acknowledging that, it took us to a whole new level of emotion."
New 15-second video vignettes created for the Chillax campaign appear online and onYouTube,FacebookandInstagram, where a series of shorter, looping video outtakes from the campaign also can be viewed.
"The new Chillax campaign connects with consumers in a fun and approachable way," saidMegan Grinstead, SeaPak's Director of Marketing. "It's a great evolution for the brand."
SeaPak Shrimp & Seafood Co. is the #1 brand of specialty shrimp in the U.S., SeaPak brings the taste of the coast to dinner tables across the country.
Since 1948, SeaPak Shrimp & Seafood Co. has been the trusted brand for seafood products that are so authentic, each bite is reminiscent of coastal vacations.
SeaPak is part of Rich Products Corporation's portfolio of companies. Rich Products Corporation (also known as Rich's) is a privately held, multinational food products corporation headquartered in Buffalo, New York. The company was founded in 1945 by Robert E. Rich, Sr., after his development of a non-dairy whipped topping based on soybean oil.
Since then, the company has expanded its non-dairy frozen food offerings, and also supplies products to retailers, in-store bakeries, and foodservice providers. In addition to the Rich's brand, the company sells products under a number of other brands it has acquired, such as SeaPak; Farm Rich; French Meadow, Casa Di Bertacchi; Byron's Barbecue; Carvel, f'real and Jon Donaire.
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