Gloucester, Massachusetts, USA-based Gorton’s Seafood is celebrating 175 years in business this year. To commemorate the significant milestone, it has launched a nationwide campaign to spread something beyond seafood: joy.
Experts on the psychology of color in communication and marketing suggest that yellow, the brand’s dominant color in packaging and advertising, evokes feelings of warmth, happiness and joy. With its “Yellow, Out of the Blue” campaign, Gorton’s has rallied employees and consumers alike to perform 175 acts of joy across the country – all connected with a yellow theme. These actions ranged from delivering yellow food items to a food pantry and donating yellow supplies to an animal shelter to planting vibrant yellow flowers. Each act was designed to brighten someone’s day.
“As we mark our 175th anniversary, we’re excited to partner with our community of employees and consumers to launch a unique initiative focused on spreading joy and positivity across the country,” said Kurt Hogan, president and chief executive officer of Gorton’s. “This campaign is our way of saying ‘thank you’ to everyone who has been a part of our incredible story over the years.”
The brand also enlisted a diverse group of influencers to participate in the uplifting endeavor of spreading goodness. From lifestyle content creators to teachers and even furry companions, each influencer has taken on a unique act of joy, sharing their experiences on social media to inspire others.
Founded in 1849, Gorton’s presence in American food culture is exemplified by its flagship products and iconic Fisherman logo, which evokes nostalgic memories of childhood fish stick dinners. As consumer preferences evolve, the company has embraced innovation, launching new products like Air Fried Fillets and Shrimp and engaging younger audiences through social media campaigns.
Gorton’s full line of frozen seafood products spans from its classic Crunchy Breaded Fish Sticks and Fillets, to Popcorn and Butterfly Shrimp, Breaded Clams, Crab Cakes, Flame Grilled Cod, Simply Bake Salmon and more.
