SeaPak 1993-1994
SeaPak "oven crunchy" shrimp
Farm Rich frozen foods
SeaPak frozen seafood
Rich-SeaPak foodservice
Objective
- Roll-out "oven crunchy" shrimp and build brand equity for SeaPak.
- Produce sell-in and support of broker sales efforts.
- Support foodservice business with chain specific (QSR, etc.) concepts.
- Provide tools for foodservice and retail sales to optimize sell-in and consumer
sell-through.
Tactical Examples
- Brand building TV and FSI efforts timed with sell-in
- Broker display incentive programs
- New product developments/improvements
- Packaging initiatives
- National restaurant show events
- Trade roundtable
- Point-of-Sale
Key Learning
Brand building marketing activity can be leveraged to sales success and take
the pressure off of price in both retail and consumer and foodservice business.