SeaPak aims to attract millennials with new packaging

Published on
February 12, 2018

In an effort to drive more millennials to the frozen seafood category, SeaPak Shrimp and Seafood has unveiled a new packaging design and logo, and added a BuzzFeed Tasty logo to one of its packages.

The redesigned packaging on more than 30 SeaPak SKUs aims to “better align the brand with its message of allowing busy families to ‘chillax’ and escape the stress of meal-time with nutritious, easy-to-prepare seafood,” said Voicebox Creative, a branding and packaging design agency that created the new packaging.

In addition, from January through June, the BuzzFeed Tasty logo is appearing on SeaPak’s Shrimp Scampi product at retailers nationwide. SeaPak is the first frozen retail brand to feature the logo of BuzzFeed Tasty, a social food network that reaches more than 540 million people monthly, Beadon told SeafoodSource.

“One of the primary goals for 2017 was to reach the millennial parent and, given BuzzFeed Tasty’s vast audience and their ability to drive engagement within this demographic, we thought it was the perfect relationship to build upon and foster,” Kristen Beadon, marketing manager at SeaPak, told SeafoodSource.

Tasty reaches 44 million 18 to 34-year-olds monthly in the U.S.

"We expect at the very least that taking our brand alignment offline to a shopper level will increase the relevancy and awareness of not just the products, but also the SeaPak brand,” Beadon said.

Last year, SeaPak’s partnership with BuzzFeed Tasty resulted in more than 45 million impressions and more than 350,000 engagements.

“This high level of awareness for the versatility of frozen seafood is creating significant momentum for the category,” SeaPak said in a statement.

SeaPak and the social food network developed three Tasty videos, utilizing SeaPak’s most successful products in 2017, according to Beadon. The videos were then distributed through BuzzFeed/Tasty’s audience platforms, including but not limited to Facebook, Instagram, YouTube, etc., she said.

Beadon said she believes that the redesigned logo and packaging will help SeaPak compete better in the competitive frozen seafood category. 

"We are incredibly pleased that Voicebox's new design allows SeaPak to break through the clutter of the freezer door, uphold and communicate our key brand benefits and is flexible enough to apply to new product additions,” Beadon said.

To separate SeaPak from its competitors in frozen seafood, Voicebox positioned the products on a nautical-themed white plank background with light blue accents. The agency added a modern font style and the brand's inception date, which “exemplifies the brand's history of providing quality, great-tasting, responsibly sourced seafood for nearly 70 years,” Voicebox said.

Voicebox made the products the focal point of the packaging, inviting consumers to picture a relaxing, healthy, and easy meal made with SeaPak products, according to the agency.

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