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 the St. Simons Island, Georgia-based frozen seafood company’s advertising agency, Scout of Atlanta, the Chillax campaign’s goal is to re-energize SeaPak’s position as “America’s go-to seafood brand” – particularly for parents feeling pressure to put wholesome, tasty dishes on the table each day.
The Chillax theme 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.
“Our new Chillax campaign underscores SeaPak’s commitment to acting as the gateway to everyday seafood consumption. It was built around the key insight that dinner is one of the most-stressful times of the day,” said Megan Grinstead, the company’s director of marketing.
“For today’s busy families, it’s a constant challenge to find the time and energy to come up with quick and healthy dishes that taste good and that everyone will like. It creates a lot of stress and anxiety around meal planning, and in the end, families often find themselves struggling to maintain healthy eating habits. This campaign is designed to help solve those mealtime dilemmas in a lighthearted and playful way, reminding moms to ‘Chillax, you’ve got this’,” continued Grinstead.
Chillax video vignettes feature a fun-loving “inner-self” character who offers convincing words of encouragement to frazzled moms and dads. The upbeat, 15-second spots will appear across numerous media platforms such as Hulu, video on demand, Scripps Networks, MNIx, Clearstream.TV, Pandora, MaxPoint and Spotify.
Additionally, the videos, recipes, and digital advertisements displaying the new campaign message will run across several online and social sites including Google, Facebook, Instagram, YouTube, and Snapchat.
“The Chillax campaign satisfies growing consumer demand for authentic and mindful brands,” said Grinstead. “It connects with consumers in a fun and approachable way by conveying how SeaPak will help them feel less worry, stress and pressure around mealtime planning.”
The marketing effort also leverages SeaPak’s coastal heritage and image as an innovative, family-focused provider of convenient, quality, tasty seafood solutions that range from specialty shrimp dishes to clam strips, stuffed clams, fish bites, salmon burgers and Maryland-style crab cakes.
“To offer a seamless experience, we’ve created a customizable program for retailers based on seasonality and promotional activity at their locations,” said Grinstead. “We are offering a variety of marketing executions to engage shoppers at the customer level, for increased impact.”
About 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 exceed $3.5 billion, and the privately held, family-owned company employs more than 10,000 people around the world.
