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Best Selves

Campaign
Agency Network: 
Published/Aired: 
February 2019

Also From This Campaign 2

Description

The Mer-Bros are back and they’re more sensitive than ever. Gorton’s Seafood is launching a new campaign that will appear on TV nationally beginning this week, created in partnership with its AOR Connelly Partners.

The brand has reinvented its famous fish sticks and fillets to taste fresher than ever. So fresh in fact, that they’re earning accolades from those who know the fresh taste of the ocean best. Gorton’s is bringing back the man, the myth, the legend... the Gorton’s Fisherman -- who first appeared in 1975 -- AND his muscular Mer-Bro and Poseidon and counterparts to talk about the only seafood they trust in this fun, new campaign.

There’s a perception that fish sticks are, well, processed. With Gorton’s new Fillets and Fish sticks though, consumers can feel good about what they’re putting on the table. Products are made with high-quality, sustainable wild-caught Alaskan Pollock that is flash-frozen at the peak of freshness to lock in full flavor and nutrition.

The work builds on last year’s successful Trusted By Those Who Know campaign, which led to a 6% increase in base units sold in FY2018 vs. FY 2017.

The goals of this year’s campaign are to re-establish Gorton’s as the quality leader in the frozen seafood category, grow household penetration and become the preferred choice for consumers.

The integrated campaign will run through April and includes TV, digital, social, media, in-store and PR.

Film advertisement created by Connelly Partners, United States for Gorton’s Seafood, within the category: Food.

Advertising Agency: Connelly Partners, Boston, USA
Creative Director / Art Director: Carissa Mak
Copywriter / Associate Creative Director: Michelle Ellis
Chief Creative Officer: Alyssa Toro
Director of Production: Barry Frechette
Broadcast Producer: Lauren Lukacsko
Production Company: Hungry Man
Director: Conor Byrne
Producer: Tyler Byrne
Editing House: Peel & Eat
Editor: Pete Warren
Color: Filipp Kotsishevskiy
Practical Effects Team: Legacy Effects
VFX: Zero VFX
Audio Mix: Tom Love / Rumblestrip Audio
Account Director: Hillary Williams
Brand Supervisor: Kelley Bolte
Senior Brand Manager: Andrew Velichansky
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