King & Prince Seafood Successfully Launches New Brand Initiative

Columbia, MD – Marriner Marketing Communications and King & Prince® Seafood announced today the successful launch of a new communications platform and integrated, brand communications initiative for the leading seafood provider. King & Prince's new company positioning, "Seafood. Without a Catch.TM," reinforces the company's commitment to delivering consistent quality seafood products to operators and patrons.

The proprietary Marriner ClarityCaptureSM positioning process included primary research, both in-person and online with customers and prospects, along with an in-depth analysis of foodservice and seafood industry trends and insights. Once finalized, the new positioning, messaging and creative identity was rolled out in phases to employees, the nationwide sales force, and most recently, to customers and partners. Integrated campaign elements include print and online advertising, sales promotions, marketing collateral, videos, packaging design, public relations, industry event and food show support, broker toolkit, new product research and more.

"Our priority has been and will always be our customers. In order to ensure we continue to deliver relevant products and perfect customer service, it was important we undertake this bold and ambitious initiative and do it right," said Volker Kuntzsch, President of King & Prince Seafood. "Marriner has been the perfect partner to help us craft our new ‘Seafood. Without a Catch.TM' positioning and we are confident their expertise will help us grow our business and raise the bar for the seafood industry for the future."

Tighe Merkert, President of Marriner Marketing Communications, added, "From day one, King & Prince has fulfilled their promise to really listen and understand what their customers and the industry wants from a leading seafood supplier. The end results speak volumes to the clarity achieved and the partnership our companies formed. As a strong, growing and focused company, King & Prince is well poised to further drive seafood consumption and reliably deliver on the needs of chefs and operators."

Source: King & Prince Seafood