Frozen seafood and meat retailer Wild Fork and surimi and seafood supplier Aquamar have rolled out campaigns to grow their seafood sales this summer.
Miami, Florida, U.S.A.-based Wild Fork recently debuted its first brand campaign, “Cook with Wild Fork,” across the U.S. and Canada. The campaign highlights the “messy, imperfect, but wild and beautiful nature of cooking,” according to Wild Fork, which operates 48 stores in the U.S. and three in Canada.
“Wild Fork believes that cooking is about more than just what goes onto the plate; it's about the people you feed and the moments you share with family and friends,” it said.
The video that goes along with the marketing drive illustrates an emotionally driven approach to cooking, with creative components showcasing sensory features such as the bright orange of a salmon fillet, the sizzle of a roast searing, and the feel of a pinch of salt between fingers, Wild Fork said.
"The concept stems from Wild Fork's firm conviction that cooking is an inclusive experience, open to all, regardless of expertise or preference,” Wild Fork Head of Marketing Jenny Chen said. “Whether you're just starting out or a seasoned gourmand, our mission is to celebrate the joy of cooking, engaging all five senses on your culinary adventure.”
In addition to meat and seafood, the campaign includes some of the other 700-plus products that Wild Fork stocks.
“For the adventurous explorers, Wild Fork showcases everything from the finest tuna to truly wild game, from escargot to octopus, promising a culinary voyage from the comfort of your own kitchen,” the retailer said.
The campaign also spotlights Wild Fork's flash-freezing technology, which “keeps protein fresher, longer,” the company noted.
Separately, Rancho Cucamonga, California, U.S.A.-based Aquamar, which has been pushing to branch out from its base of surimi products, developed several new sushi rolls as part of its recent partnership with the SURFER Big Wave Challenge, an ongoing photography competition “dedicated to showcasing the high-octane moments of big wave surfing.”
The rollout pays homage to the shared history of surfing and surimi, as wave riders were among the first to popularize sushi by way of the California Roll in the 1970s, according to Aquamar. To that end, the supplier is sponsoring the Big Wave Challenge "Wipeout of the Year" award, which recognizes the most epic and entertaining falls from surfers around the world.
As part of the marketing partnership, Aquamar reprised the Big Wave Roll, which was originally developed as a collaboration among surfers and sushi chefs at California Beach Rock N Sushi in the 1980s. The supplier debuted the roll at the Big Wave Challenge's old-fashioned “rager surf party” at Bruno's Bar & Grille in Huntington Beach, California, U.S.A., during the U.S. Open of Surfing.
"We've always shared the adventurous and creative spirit of big wave riders. So, reuniting Aquamar with the sport of surfing is the most authentic way for us to honor our founders and fuel excitement around the future of sushi – starting with our modern takes on the California Roll that offer new ways to enjoy our product," Aquamar CEO Daryl Gormley said.
In addition to the Big Wave Roll, Aquamar launched the Tropic Shred Roll, Spicy Onda Roll, and Big Chipper Roll, created in collaboration with Naoya Tsuruta, sushi chef at Japanese restaurant Koi in Los Angeles, California, U.S.A.
“The new rolls feature popular ingredients from the U.S. that offer a fun spin on the traditional California Roll,” Aquamar said.
