Shopper Marketing - May 2016 - 25


"We realized that many shoppers may not
know that Crab Delights are made with real
wild Alaskan pollock caught by Louis Kemp
fishermen," says Jennifer McCue, director of
marketing, consumer brands, Trident Seafoods. "Fisherman Dave is a way to educate
shoppers on how we make our surimi seafood while providing an entertaining shopping experience. We wanted a creative way to
introduce Crab Delights and its versatility and
provide shoppers with a fun experience while
they learn about the nutritional benefits of
surimi seafood. Also, Boston is a great seafood
town and one of our largest markets, so this
was an opportunity to host a local activation
in which we could leverage our strong relationship with retailers."
In support of the sampling event, Louis
Kemp hosted a Boston blogger recipe challenge on Facebook. Bloggers were encouraged to enlist their followers for help by asking
them to vote for their favorite recipe via a Like,
Comment or Share of their photo. The winning recipe was a "Rainbow Rice Bowl" from
blogger Carrots N' Cake. The recipe is featured on the company's website (LouisKemp.
com) and posted on its Facebook page.
"We're trying to educate seafood consumers about the versatility of the product,"
McCue says. "We want bloggers to inspire
consumers to think outside of the box with
surimi."
At the sampling events, Louis Kemp distributed a $1 coupon featuring the "Eat It. Dip It.
Chop It. Mix It" campaign slogan, which illustrates the various ways Crab Delights can be
used and served.
"While we didn't have in-store signage in

many places except for the Prudential Mall [in
Boston], we used many 'Eat It, Dip It, Chop It,
Mix It' branded components on the clothing
that the brand ambassadors were wearing,
plastic bags that contained the samples and
the coupons handed out to shoppers," McCue says.
Trident Seafoods plans to use the engagements in stores, the number of samples and
coupons handed out, redemption rates, digital impressions and sales numbers to measure success. Ultimately, it hopes to make an
impression on shoppers who may not have
known about surimi seafood before.
This was Louis Kemp's first major consumer
launch. "We have worked on many smaller
consumer promotions in the past, but nothing on the scale of this campaign," McCue
adds. "With the post-analysis of the Boston
launch, we will be fine-tuning some details for
SM
our next location, Chicago."

BRAND: Louis Kemp Crab Delights
KEY INSIGHT: Consumers know little
about Louis Kemp's surimi seafood and
how it is made.
ACTIVATION: With its first major launch
campaign, the brand used in-store sampling events to educate consumers/
shoppers about its products. Coupons
helped drive purchase.
MAY 2016 SHOPPER MARKETING y

25


http://www.LouisKemp.com http://www.LouisKemp.com

Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
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