BOSTON — Gorton’s Seafood announced that it has engaged Boston advertising agency Connelly Partners, after a formal review of multiple agencies. Connelly Partners was awarded social, digital, content development, media planning and buying, public relations and shopper marketing for the Gloucester, Massachusetts-based frozen seafood brand. New York agency Burns Group will continue to work with Gorton’s on creative and strategy, partnering closely with Connelly to activate Gorton’s in the marketplace.
The move comes as Gorton’s reinvigorates its brand across products, packaging and messaging. This brand evolution emphasizes both seafood quality and variety, with new product improvements and innovations meeting all seafood consumers’ needs. Connelly Partners will be charged with contemporizing how people perceive Gorton’s, reaching the next generation of seafood lovers and broadening the brand’s consumer base.
“This timing is a great opportunity to reintroduce a treasured brand to a new generation of consumers,” said Steve Connelly, President of Connelly Partners. “The win is significant for Connelly Partners, given how every single capability that we’ve grown, built and acquired over the last 10 years came together to create one seamless pitch we were both proud of and felt accurately reflected who we are today.”
“In a time where consumers are inundated with different messages from all directions and they have countless options to opt in/out of engaging with brands, we want to focus on an agnostic media approach, prioritizing the behaviors and needs of our audiences,” said Gavin Kennedy, Director of Consumer Marketing at Gorton’s Seafood. “We believe Connelly Partners’ 360 expertise and empathetic consumer approach will reenergize our brand with an increasingly distracted modern consumer across the purchase funnel.”
Gorton’s is the latest win in a series of new accounts in 2016 for Connelly Partners, including retailer BJ’s Wholesale Clubs, and natural food brands YumEarth and Barbara’s.
About Gorton’s Seafood
Since 1849, Gorton’s mission has been to help people everywhere enjoy the goodness of great seafood. Headquartered in Gloucester, Massachusetts, Gorton’s is one of America’s oldest continuously operating companies, and continues to be the innovation leader in the frozen seafood industry. Gorton’s proudly stands behind the promise that consumers can “Trust the Gorton’s Fisherman” for the best-tasting, highest-quality and most convenient seafood.
Source: Gorton’s Seafood