New branding positions SeaPak Shrimp & Seafood Co. as fast solution so consumers can “chillax”

By Elizabeth Crawford

- Last updated on GMT

New branding positions SeaPak Shrimp & Seafood Co. as fast solution so consumers can “chillax”

Related tags Seafood

New packaging that positions SeaPack Shrimp & Seafood Co.'s frozen seafood products as the “ultimate resource for hassle-free cooking” will make the brand more relatable to modern shoppers who want healthy options and are pressed for time, according to those familiar with the new campaign.

With the help of branding and design firm Voicebox Creative, SeaPak is rolling out a new logo and packaging for more than 30 SKUs as part of a broader “Chillax”​ campaign that “presents a playful take on the stressors associated with everyday meal planning,”​ Kristen Beadon, SeaPak Shrimp & Seafood’s marketing manager, told FoodNavigator-USA.

She explained the new campaign “reinforces the notion that busy families can reduce stress and increase wellness just by adding more mindfulness and calm into their daily routines. At SeaPak, we’re connecting with shoppers by helping them solve their mealtime dilemmas with easy, nutritious seafood.”

Recognizing that consumers spend very little time looking at products in stores, the new packaging will help the brand cut through the clutter and quickly grab consumers’ attention by featuring a “visually strong”​ logo that “uses an aspirational angle to lead the consumer’s eye towards the food imagery,”​ Jacques Rossouw, creative director at Voicebox, told FoodNavigator-USA.

As this happens, consumers see food photography that is “appetizing, approachable and believable, in terms of identifying the product clearly and consistently,”​ he said.

Directly parallel to the photography – in an easy to find box – is a the product information, the placement of which makes shopping easier than if it was at the bottom of the package, Roussouw said.

He added that the information and imagery are supported by a clean white and blue background that allows “warm, appetizing food to pop on shelf.”

Anchored in heritage

The packaging also will prominently feature the year that the company was established – anchoring the brand in the company’s heritage of trust.

“We’ve been doing what we love since 1948: Making the highest-quality, best-tasting shrimp and seafood. For 70 years, we’ve been known for the care, consistency and attention we put toward choosing only the best products and we wanted to make sure this came through in our packaging,”​ Beadon said.

SeaPak brings social media to frozen aisle

In addition to the new packaging, the brand hopes to shine a light on how easy dinner can be with its products by featuring on its Shrimp Scampi the BuzzFeed Tasty logo for the first six months of 2018. This is an extension of SeaPak’s ongoing partnership with the social media food network.

“SeaPak is bringing social media to the freezer section as the first-to-market frozen retail brand to feature the BuzzFeed Tasty logo on its packaging,”​ which the company anticipates “will have a significant impact on our awareness at the shopper level,”​ Beadon said.

She explained the logo is an extension of SeaPak’s ongoing partnership with BuzzFeed Tasty, and will build on the success the two saw in 2017 when a trio of recipe videos featuring SeaPak ran across BuzzFeed Tasty’s social media channels and generated 45 million impressions and more than 358,000 engagements.

“The videos were the perfect approachable, visual way of introducing SeaPak to a huge audience of shoppers, giving them a glimpse of how delicious and versatile frozen seafood can be at mealtime,”​ Beadon said, adding, “the partnership is creating significant momentum for the category.”

Over the coming six weeks the brand hopes to continue this momentum by positioning its products, and the frozen food aisle more broadly, “as the ultimate resource for hassle-free cooking,​” Beadon said. This effort will include another branded recipe video distributed via BuzzFeed Tasty as well as a product spotlight during an episode of Food Network’s “The Kitchen.”

Through these combined efforts, Beadon says the company’s main goal is “showing consumers we’re in this together.”

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