PROGRAMS Louis Kemp Reels in Shoppers via In-Store Sampling Events By Neal Lorenzi Trident Foods used sampling events and brand ambassadors to promote Louis Kemp Crab Delights. m oTLey, m inn. - Trident Seafoods' Louis Kemp controls every step in the making of its surimi seafood products, from the harvesting of Alaskan pollock by its own fishing boats to processing at its Minnesota facility. The pollock is finely minced and blended/flavored with other ingredients, including crab or lobster. It is then formed, cooked and cut into the various shapes and styles before being sold at grocery stores. 24 y SHOPPER MARKETING MAY 2016 Wanting to tell that story in an entertaining way and influence shoppers, Louis Kemp partnered with Seattle-based Wexley School for Girls to build in-store sampling events. Wexley designed and created a "Fisherman Dave" character to represent the fishermen who catch Alaskan Pollock. That character and a "lighthouse" sidekick visited supermarkets and malls in Boston on Jan. 30-31 for a Louis Kemp Crab Delights sampling program.