CASE STUDY #001514 - SeaPak Shrimp Co.

Who: SeaPak, the top selling brand of frozen shrimp in the country.

Challenge: Cut through the clutter of better-funded challenging brands to build SeaPak as a category leader and drive product sales.

Big Idea: Working closely with SeaPak’s sales force and marketing team, Concentric Marketing developed customized plans with specific goals for SeaPak’s top 24 accounts in the U.S. Backed by a multifaceted marketing and communications program, Concentric instilled a common brand theme throughout all communications while offering a menu of customizable, account-specific marketing tools. Concentric also developed post promotional analysis metrics, to help gauge the effectiveness of each account specific promotion.

Elements:

Redesign of promotional program structure and funding

Development of communication process for sales teams

Development of more efficient sales process to enhance effective presentations

Development of post promotional analysis metrics

Construction of a category management story around the sales explosion of shrimp

Design of consumer and trade promotional sales materials

Implementation of brand measurement metrics

Exploration of competitive broker and trade programs

Results: For the past two years, SeaPak has experienced double-digit growth, despite the fact that the Frozen Food category, overall, is trending negatively. SeaPak has also dominated the key Lent selling season, while adding a “second season” promotional calendar to sell product when competitors were not. SeaPak also withstood the bankruptcy of their largest retail account by distributing their focus on a broad and strategic range of retail accounts.