Gloucester, Massachusetts, U.S.A.-based seafood company Gorton’s is using its social media channels and partnering with social media influencers to spread the word about its latest marketing campaign celebrating its 175th year in business.
The company recently launched its “Yellow, Out of the Blue!” campaign, asking consumers, along with its own employees, to perform 175 acts of joy across the country – all connected with the color yellow, which is Gorton’s signature color. Examples of acts that fall under the campaign include delivering yellow food items to a food pantry, donating yellow supplies to an animal shelter, and planting yellow flowers.
“Gorton’s has been spreading the goodness of the sea for 175 years, so to celebrate this milestone, we asked seafood lovers across the country to join the celebration and perform 175 acts of joy; we've already doubled our goal [internally] with 350,” Gorton’s Vice President of Marketing Jake Holbrook told SeafoodSource.
To help spread the word about the new campaign, Gorton’s enlisted a “diverse group of influencers,” including lifestyle content creators, teachers, and popular pet profiles across social media platforms.
“To connect with Generation Z and millennials, we turned to influencers to come up with their own act of joy and activate within their own communities – both on and offline – and film it in a fun, relatable way,” Holbrook said. “From arts and crafts and cocktail making to comedic skits and more, each influencer identified a content theme that aligned with their audience.”
Gorton’s has engaged younger demographics in previous marketing campaigns and product releases, expanding beyond offering traditional fish sticks to products such as Air Fried Fillets and Air Fried Butterfly Shrimp to appeal to Gen Z and millennials.
Gorton’s is seeing “strong results on its business year to date, and this [most recent] campaign is just one tactic we’ll use to carry that momentum through the second half,” Holbrook said.
Founded in 1849, Gorton’s employs more than 400 individuals.
"While innovation and the ability to evolve with consumer needs have been key drivers in building our brand, Gorton's ultimate success and longevity are truly a testament to the incredible people who have made up our team for the past 175 years," Gorton’s President and CEO Kurt Hogan said. "Their dedication to delivering quality seafood to our consumers has been foundational to our journey."
