Trans-Ocean turns to Weight Watchers
Trans-Ocean Products on Friday launched an ad campaign featured in Weight Watchers magazine and on the Weight Watchers Web site.
A full-page color ad appears in the January/February issue of the magazine, and banner ads will appear throughout the same two-month period online.
The print ad presents the Washington company's Crab Classic surimi-seafood brand as "simple, healthy seafood" with a recipe and a USD 1 off coupon. The banner ads appear in the recipes section of the Web site and are accompanied by four healthy recipes using Crab Classic as the main ingredient.
Trans-Ocean decided to focus its advertising on the Weight Watchers audience after research revealed that Crab Classic users shared key demographic characteristics with the typical Weight Watchers member.
"To Weight Watchers members and followers, Crab Classic represents something different. It's healthy seafood with a mild flavor that can be used in so many different ways," said Lou Shaheen, Trans-Oceans' sales and marketing VP. "We think the Weight Watchers consumer will appreciate how simple it is to cook with Crab Classic and also how affordable it is compared to other food choices."