ST. SIMONS ISLAND, Ga. — SeaPak Shrimp & Seafood Co., the No. 1 shrimp brand within the frozen specialty seafood category, has ushered in 2012 with waves of changes, including a new coastal look, new packaging sizes and an interactive consumer loyalty program, all geared toward continued brand growth.
New Logo and Packaging Graphics
Headlining the changes are SeaPak’s new logo and packaging graphic updates, developed by packaging firm Smith Design, of New Jersey. The logo and packaging alterations include modifications aimed to spotlight SeaPak’s coastal location and expertise and enhance the brand’s on-shelf presence and space efficiency.
The new packaging graphics celebrate SeaPak’s coastal heritage on St. Simons Island. The revised logo retains the brand’s landmark lighthouse and red and blue color scheme, which are core brand equity elements. Graphics were also updated to include new food photography and coastal imagery.
“The goal of updating package imagery was to prominently convey the delicious ‘taste of the coast’ that our products are renowned for,” said Daryl Miller, senior marketing manager, SeaPak Shrimp & Seafood Co. “Those of us who live on the coast have high expectations when it comes to great tasting seafood! We thought our packaging should reflect more about who we are and how delicious our products are, and we love the result!”
New “Family Size” Portfolio
The shrimp giant has also launched a new “Family Size” line of its most-popular portfolio items: Oven Crispy Butterfly Shrimp, Popcorn Shrimp, Shrimp Scampi, Coconut Shrimp, and Ready-to-Fry Breaded Butterfly Shrimp.
SeaPak’s Family Size line-up, offered at a suggested retail price of $9.99, offers significantly more ounces and servings per box, making it easier to feed a family.
“Here on the coast, when we prepare seafood, we often serve it on a large platter, full of a variety of tasty items. The new ‘Family Size’ offerings make serving seafood this way possible,” said Miller.
Standardized Packaging Sizes
SeaPak has also standardized carton sizes across its portfolio. “We moved to three carton sizes that more clearly define our product and pricing tiers: small, core, and Family Size. The new sizes merchandise better because they more efficiently utilize retailer freezer shelf space. Retailers benefit from improved pallet efficiencies, which reduce their transportation and storage costs. The modifications also benefit consumers, because the new sizes contain the same piece size and amount of seafood inside, but require less freezer space at home,” said Miller.
All-New Website
Just in time for Lent, the highest-selling seafood season of the year, SeaPak has launched a new website that brings “The Taste of the Coast” to life. “SeaPak isn’t just about delicious seafood, it is also about sharing a coastal lifestyle,” said Miller. Designed to be easy and intuitive to find helpful information, whether a tasty recipe or product facts, the new SeaPak.com is sure to make a splash. Visitors will even be encouraged to share their own coastal memories, some of which will be integrated into the new site.
All-New Loyalty Program: Join Us for A “Coast to Coast Adventure!”
On Jan. 15, 2012, SeaPak launched its “Coast to Coast Adventure,” a new consumer loyalty program designed to spotlight all things coastal . . .all year long! Through the promotion, consumers visit SeaPak.com to enter codes found inside the new Family Size items displaying a “Coast to Coast Adventure” emblem. They then earn rewards and travel “virtually” to 12 of America’s favorite family-friendly, coastal destinations – all without leaving home. Each code submitted will also count as one entry for the chance to win the “ultimate cruiser” for traveling in coastal style: a 2012 Ford Flex!
“The relaxed feeling you get on the coast is special,” said Miller. “Coastal experiences are epitomized by charming streets, rich history, beautiful vistas, and of course, great tasting seafood! Our goal for the ‘Coast to Coast Adventure’ is to bring all of this to life through this entertaining, interactive ‘virtual’ experience. It’s the ideal way for us to share the joys of the coast with everyone – even those who might not be able to travel here,” said Miller.
For more information about SeaPak, visit www.SeaPak.com.
About SeaPak
SeaPak Shrimp and Seafood Co., owned by Rich Products Corporation, has been using coastal secrets and recipes to make great-tasting shrimp and seafood for more than 60 years. From mouthwatering Jumbo Butterfly Shrimp and Popcorn Shrimp to delicious Salmon Burgers and Shrimp Scampi, SeaPak brings the “Taste of the Coast” to tables across the country.
SeaPak produces America’s No. 1-selling retail frozen shrimp brand within the specialty seafood category. It is highly regarded within the seafood industry for its adherence to the utmost quality standards and for its commitment to resource management and sustainability. Learn more about the brand and its commitment to sustainability, here.
The Consumer Brands Division of Rich Products, located on St. Simons Island, Ga., is responsible for the successful portfolio of Rich products sold to consumers at retail grocery and club stores nationwide. In addition to SeaPak, other brands managed by the Consumer Brands Division include Farm Rich snacks and appetizers that help mom “Keep ‘em happy;”Casa Di Bertacchi, makers of authentic Italian meatballs; French Meadow Bakery, the longest continuously running certified organic bakery in the U.S.; hand-pulled, hickory smoked Byron’s BBQ; and Jon Donaire decadent desserts.
Source: SeaPak
