Bellingham, Washington, U.S.A.-based seafood brand Trans-Ocean Products recently released a media campaign partnership in collaboration with social media influencer Ross Pomerantz, who's known online as "Corporate Bro," for a campaign encouraging people to "Bring Your Fish to Work."
Trans-Ocean told SeafoodSource that the company's social media team started generating the idea behind the campaign in 2025, with the goal of gaining support from Genuine Alaska Pollock Producers (GAPP) for a partnership program in 2026.
"Our idea was to challenge a common perception about bringing seafood into the workplace, namely that nobody wants a coworker heating fish in the office microwave," Trans-Ocean said. "We saw an opportunity to have some fun with that perception while introducing consumers to Crab Classic, which ... doesn't have the strong fishy odor people often associate with heated seafood."
Crab Classic is a Trans-Ocean product made with Alaska pollock and crabmeat and comes fully cooked and ready to eat in a variety of different dishes that can be prepared hot or cold.
In the campaign, Pomerantz shoots a scene in an office kitchen heating his Trans-Ocean seafood lunch in the microwave. Onlookers in the video challenge Pomerantz for doing so, and he combats those critiques with education on how this particular product does not carry an unpleasant odor.
The campaign video was posted to Instagram and generated roughly 3.8 million views and a 16.7 percent engagement rate, which is 6.7 percent higher than the company's average influencer-led marketing project analytics in the past.
"One interesting aspect of this project was that, though we've worked with influencers before, Corporate Bro was by far the most prominent personality we've partnered with," Trans-Ocean said. "We weren't quite sure what to expect, but the experience was excellent. Working with our social media agency, Ross and his team brought a great deal of creative thinking to the project. They understood what we were trying to communicate and found a way to make the message genuinely entertaining."
Trans-Ocean added that Pomerantz's humor and his connection with younger audiences were appealing for the launch because it gave the company a refreshed approach for seafood consumption messaging, rather than pitching the nutritional and economic angles to older audiences.
"We asked Corporate Bro to take our basic message and make it his own, using the humor and creativity that have made him so popular," Trans-Ocean said. "We think he did an outstanding job. The video was entertaining first, but it also communicated a meaningful product benefit. That's exactly what we hoped to accomplish."
