Sea Cuisine is a newer brand casting its net in the crowded consumer set of frozen seafood products.In 2013, the brand launched a new message – Bring the Love of Seafood Home – and PR was tasked to bring home the results.
We needed to up-level the Sea Cuisine brand and build awareness in key markets by partnering with pop-culture celeb chef, Stefan Richter. As a finalist on season 5 and 10 of Top Chef, his fame exists on a national level, and his love for thoughtful and tasty seafood dishes made him a natural fit for the brand. Stefan served as third-party, credible spokesperson to help deliver key messages for the brand.
We conducted a media tour in five key cities – Denver, Los Angeles, New York City, Minneapolis and Milwaukee – that represented top media and key distribution markets for the brand. PR secured media interviews on behalf of the brand for Stefan to cook Sea Cuisine recipes on local-market broadcast stations, as well as meet in-person with print, online and high-end food blog outlets to discuss the partnership and recipes using Sea Cuisine products.
The PR team ensured media interviews not only captured Stefan, but showed the many creative culinary ways consumers can elevate the affordable and convenient Sea Cuisine product. For the tour, Stefan developed two culinary focused recipes that were recreated on-air and shared with media in the markets. These two recipes ended up being featured in the video campaign that accompanied this program.
The PR team and Matter Studio-C creative services department developed two Q&A-type videos clips and cooking demonstrations that featured Stefan and Sea Cuisine messaging. Videos were leveraged during National Seafood Month (October) via a national multimedia press release and promotion via social media and Sea Cuisine website. The press coverage surrounding these videos alone generated nearly 16 million impressions.
Overall, PR secured a total number of 16 briefings with traditional print and broadcast, online and blogger media, garnering more than 16 million impressions, nearly doubling the total number of impressions in 2012. Coverage highlights included Better TV, Denver Post, Examiner.com, CBS Minnesota, Real Milwaukee Morning Show, among others.