ST. SIMONS ISLAND, Ga. – SeaPak Shrimp & Seafood Co. has a new message for busy consumers challenged by the daily stresses of meal planning: “Chillax, you’ve got this.”
Created by SeaPak’s agency of record, Scout, of Atlanta, Georgia, the new “Chillax” campaign is re-energizing SeaPak’s position as America’s go-to seafood brand – particularly for parents feeling pressure to put wholesome, tasty dishes on the table each day.
The Chillax campaign provides a playful take on everyday meal planning stressors and reinforces the notion that by adding more mindfulness and calm into each day, busy families can reduce stress and increase wellness.
“Our new Chillax campaign underscores SeaPak’s commitment to acting as the gateway to everyday seafood consumption. It was built around the key insight that dinner is one of the most-stressful times of the day,” said Megan Grinstead, SeaPak’s Director of Marketing.
“For today’s busy families, it’s a constant challenge to find the time and energy to come up with quick and healthy dishes that taste good and that everyone will like,” Grinstead continued. “It creates a lot of stress and anxiety around meal planning, and in the end, families often find themselves struggling to maintain healthy eating habits. This campaign is designed to help solve those mealtime dilemmas in a lighthearted and playful way, reminding moms to ‘Chillax, you’ve got this.’”
New video vignettes created for the Chillax campaign feature a fun-loving “inner-self” character who offers convincing words of encouragement to frazzled moms and dads. The upbeat, 15-second spots will appear across numerous media platforms such as Hulu, video on demand, Scripps Networks, MNIx, Clearstream.TV, Pandora, MaxPoint, and Spotify.
Additionally, the videos, recipes, and digital advertisements displaying the new campaign message will run across several online and social sites including Google, Facebook, Instagram, YouTube, and Snapchat.
The Chillax campaign satisfies growing consumer demand for authentic and mindful brands, Grinstead noted. It connects with consumers in a fun and approachable way, by conveying how SeaPak will help them feel less worry, stress and pressure around mealtime planning. The marketing effort also leverages SeaPak’s coastal heritage and industry leadership as an innovative, family-focused provider of convenient, quality, tasty seafood solutions.
“To offer a seamless experience, we’ve created a customizable program for retailers based on seasonality and promotional activity at their locations,” Grinstead pointed out. “We are offering a variety of marketing executions to engage shoppers at the customer level, for increased impact.”
SeaPak has been using coastal-inspired recipes to make great-tasting shrimp and seafood for nearly 70 years. The company is committed to helping busy families reduce stress and increase wellness by offering mindful, authentic, quality seafood products. The trusted name for delicious seafood products since 1948, SeaPak today produces America’s No. 1-selling retail frozen shrimp brand within the specialty seafood category. SeaPak is highly regarded within the seafood industry for its adherence to the utmost in quality standards and for its commitment to resource management and sustainability. Learn more about the brand and its commitment to sustainability here.