SeaPak Goes ‘Coastal’

SeaPak Shrimp & Seafood Co., the No. 1 shrimp brand in the frozen specialty seafood category, has introduced so far this year a new “coastal” look, additional packaging sizes and an interactive consumer loyalty program, all with the aim of continuing to grow the brand.

Glen Ridge, N.J.-based Smith Design developed a new logo and packaging graphic updates, both of which spotlight SeaPak’s expertise and coastal location on St. Simons Island, Ga., as well as boosting the brand’s on-shelf presence and space efficiency.

The revised logo retains the core brand equity elements of the lighthouse and red-and-blue color scheme. Package graphics were modernized to feature new food photography and coastal imagery.

“The goal of updating package imagery was to prominently convey the delicious ‘taste of the coast’ that our products are renowned for,” explained Daryl Miller, senior marketing manager at SeaPak, which is owned by Buffalo, N.Y.-based Rich Products Corp. “Those of us who live on the coast have high expectations when it comes to great-tasting seafood! We thought our packaging should reflect more about who we are and how delicious our products are, and we love the result!”

SeaPak has also rolled out a Family Size option for its most popular products: Oven Crispy Butterfly Shrimp, Popcorn Shrimp, Shrimp Scampi, Coconut Shrimp, and Ready-to-Fry Breaded Butterfly Shrimp. The items retail for a suggested $9.99 per package.

“Here on the coast, when we prepare seafood, we often serve it on a large platter, full of a variety of tasty items,” noted Miller. “The new Family Size offerings make serving seafood this way possible.”

Further, the company has standardized carton sizes across its portfolio. “We moved to three carton sizes that more clearly define our product and pricing tiers: small, core, and Family Size,” observed Miller. “The new sizes merchandise better because they more efficiently utilize retailer freezer shelf space. Retailers benefit from improved pallet efficiencies, which reduce their transportation and storage costs. The modifications also benefit consumers, because the new sizes contain the same piece size and amount of seafood inside, but require less freezer space at home.”

Additionally, just before Lent, the top-selling seafood season of the year, SeaPak launched a revamped website. “SeaPak isn’t just about delicious seafood, it is also about sharing a coastal lifestyle,” said Miller. The site was redesigned to be easy and intuitive to find helpful information, including recipes and product facts. Visitors can even share their own coastal memories, some of which will be integrated into the new site.

In January, SeaPak bowed its “Coast to Coast Adventure,” a year-round consumer loyalty program created to celebrate all things coastal. The program invites consumers to visit the company website to enter codes found inside the new Family Size items with a “Coast to Coast Adventure” emblem. They then earn rewards enabling them to travel “virtually” to 12 of America’s favorite family-friendly, coastal destinations, all without leaving home. Each code submitted will also count as one entry for the chance to win the “ultimate cruiser” for traveling in coastal style: a 2012 Ford Flex

“Our goal for the Coast to Coast Adventure is to [evoke the coastal way of] life through this entertaining, interactive virtual experience,” said Miller. “It’s the ideal way for us to share the joys of the coast with everyone -- even those who might not be able to travel here.”

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