SeaPak Gears up Campaign to Drive Traffic to Freezer Case
Saint Simons Island, Georgia-based SeaPak Shrimp & Seafood Co. is heating up retailer-specific activities – including product coupon distribution, targeted blogger partnerships and in-store displays – throughout the summer season to stimulate sales of its Lighthouse Selections range and other product lines. It’s also turning up “fun in the sun” volume at the Pandora Internet music-streaming channel.
“Our summer retailer promotions, both in-store and direct-to-consumer, are designed to drive traffic to the frozen seafood aisle and increase consumer purchase of frozen seafood,” said Megan Grinstead, director of marketing for the company that has the No. 1 shrimp brand in the USA retail frozen specialty seafood category.
SeaPak’s new Lighthouse Selections products, made with certified-sustainable, farm-raised shrimp and wild-caught salmon, are available at supermarkets and other retailer stores across the country. The gluten- and preservative-free range includes Creamy Garlic Shrimp, Shrimp & Veggie Grillers, Marinated Shrimp and Salmon Burgers – all of which feature lean protein and are grill-ready.
SeaPak is infusing the summer season with a catchy coastal tempo by dialing up the rhythm and sounds of the seaside through the brand’s very own Pandora radio station. The “SeaPak Summer Jams” play list is filled with a mixture of summertime hits and coastal classics to “make every day feel like a day at the beach,” said Grinstead. Users who visit “SeaPak Summer Jams” through August 31 will experience ad-free listening, courtesy of 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.