ST. SIMONS ISLAND, Ga. – For SeaPak Shrimp and Seafood Co. – the #1 shrimp brand in frozen specialty seafood – 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 touchpoints, influencing purchase frequency, increasing product trial and reinforcing awareness for the SeaPak brand.
This year, SeaPak is helping consumers “Make It Shrimptacular” during the month of October through various promotional tactics, appealing to busy families who are always on the lookout for quick-and-easy recipes and meal ideas.
“Every year, we look forward to celebrating National Seafood Month to help educate families about the importance of eating seafood twice a week,” explains Megan Grinstead, SeaPak’s Director of Marketing. “During Shrimptacular, our goal is to inspire seafood lovers everywhere by giving them fresh ideas for serving great seafood meals at home.”
“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,” Grinstead said. “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 one recipe champion is left standing.
Elsewhere, the brand will continue to bolster engagement and promotional excitement 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 explains. “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 seafood lovers across the country the opportunity to snag a 75-cent coupon from their daily newspapers. Coupons will also be offered each Wednesday throughout the month of October to subscribers of SeaPak’s Coastal Catch e-newsletter, as well as on the brand’s website.
In-store, the brand will be supporting its Shrimptacular efforts 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.”
Meanwhile, fourteen leading food bloggers have joined SeaPak’s “Make It Shrimptacular” movement and will be sharing recipe ideas and encouraging retailer visits during October.
More information about the fall Shrimptacular campaign can be found by visiting SeaPak.com or SeaPak’s Facebook, Pinterest or Instagram pages.
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About SeaPak
SeaPak has been using coastal-inspired recipes to make great-tasting shrimp and seafood for more than 65 years. The company is committed to making life for consumers “more coastal,” through outstanding, quality seafood products that are so authentic, they take you to the coast.
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.
SeaPak is highly regarded within the seafood industry for its adherence to the utmost in quality standards and for its commitment to resource management and sustainability. Learn more about the brand and its commitment to sustainability here.
About Rich Products Corporation and the Consumer Brands Division
Rich Products Corporation is a global food company defined by innovation and renowned for imagining what’s possible. With more than 4,000 delicious products found in kitchens and bakeries around the world, Rich’s continues to expand within the global marketplace across six continents. As a leading, worldwide supplier to the foodservice, in-store bakery and deli, and retail marketplaces, Rich’s is regarded throughout the industry for its food ingenuity and for its commitment to customer solutions that raise the standards for delicious and unique tastes, quality and convenience.
Its strong global presence in more than 100 countries is characterized by a variety of innovative products that satisfy unique local preferences and are specifically customized for each region. Rich's annual sales now exceed $3.5 billion and the privately held, family-owned company employs more than 10,000 associates around the world.
Additional company information can be found online (richs.com), on Facebook (Rich Products), on LinkedIn (Rich Products Corporation) and via Twitter (@RichProducts).
Rich Products Corporation’s Consumer Brands Division, located on St. Simons Island, Georgia, is responsible for the successful portfolio of Rich’s 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, one of the nation’s leading names in frozen snacks and appetizers, and Our Specialty, which features an innovative lineup of sweet and savory baked goods.
Source: SeaPak