Getting to know Alaskan Jack
The Frontier Harvest Alaskan Jack’s Seafood Corporation has seen a fair amount of success over the years, garnering a 2015 Seafood Excellence Award win for its Wild Alaska Keta Salmon and launching a new premium product line at the start of this year: the Frontier Harvest Alaskan Jack’s Gold line.
Alaskan Jack’s became a finalist once more for the Seafood Excellence Awards in 2016, this time for its Frontier Harvest Alaskan Jack’s Gold Pineapple Teriyaki marinade, a nomination that has served as a “reinforcement” for those producing the products as well as those building the brand.
“I think we’ve really struck a chord out there,” explained Mike Klein, vice president of sales, to SeafoodSource at the Seafood Expo North America (SENA) event.
With the launch of an extensive social media campaign in January, which utilizes platforms like Facebook and Pinterest, Alaskan Jack’s intends to further establish itself as a reliable creator of Alaskan fish products that consumers can count on.
“[Social media], I think, is critically important. You have to bring Jack to life. He’s not a real guy, but he has to be brought to life, just like Tony the Tiger had to be brought to life. We spent a great amount of time, all of our social media collaborators, just trying to figure out who Jack was,” explained Klein.
So, who exactly is Alaskan Jack? “He’s got a wife, he’s got a family, he lives in Alaska, he’s not chopping his fingers off with an ax…” described Klein. All of these characteristics appeal Jack to the brand’s customer demographic – he’s relatable, particularly to those buying meals for their families, and he’s going one step further by actually engaging with consumers on his blog.
The response to Alaskan Jack’s newfound social presence has been positively felt in a short amount of time, said Klein. The brand’s Facebook page has been attracting 300 likes a day on average, and its use of Pinterest to pair side dishes with its products has elicited steady engagement as well. Critiques and messages of support from customers across social platforms will be considered by the brand in its next steps.
Moving forward, Klein expects that the social media branding of Alaskan Jack’s will provide a bit of a learning curve. However, it will be a curve that is important to traverse and climb in the world of modern seafood branding.
Check out Alaskan Jack’s blog – Jack’s Journal – here: http://alaskanjackseafood.com/category/jacks-journal/