Sea Cuisine Case Study: Bringing the Love of Seafood Home
Sea Cuisine, the primary consumer brand of global seafood company High Liner Foods, Inc., had two goals: heighten consumer awareness and get people cooking seafood at home. Sea Cuisine competes in a category – frozen seafood – that is low interest and often polarizing among consumers and crowded with competitors. But the brand’s products are met with great enthusiasm once consumers actually try them. The key is giving consumers a reason to do so.
Matter and Sea Cuisine decided to “stand on the shoulders of giants” by using things consumers are already into – taco night, food trucks and celebrity chefs – to provide the ‘gateway’ for trying Sea Cuisine. Matter focused on key geographic markets and executed a 360-campaign including a revamped website, social media take-over, pop-up taco bar at festivals, events and retailers, celebrity chef partnerships, media relations and a series of videos. The campaign drove year over year growth with a 92% increase in consumer traffic to the website, a spike in sales for all key regions, and 29% more media impressions.