• by Karlene Lukovitz  @KLmarketdaily, March 8, 2017

SeaPak Shrimp & Seafood Co. is looking to put a fun, human face on the brand with a new campaign focused on a series of 15-second videos.

The campaign, “Chillax, you’ve got this,” from the Scout agency, offers fast tips for reducing the stress of dinner planning with fast, nutritious, tasty dishes.

The creative features a quirky, wisecracking young female character who is big on facial expressions. In four of the videos, she appears in the kitchen of a Millennial mom to offer a hack for a quick meal or meal upgrade using SeaPak seafood products. 

In “Ommm to Yummm,” she informs the mom that “kids love popcorn shrimp — and ketchup totally doubles as a vegetable.” In another, she helps a woman turn mac and cheese into a more adult offering (“Adulting 101,” below) by adding shrimp on top.

In the only one in which the character appears to a guy, “Date Night,” she suggests that if he makes a romantic shrimp scampi meal, his partner “may even forget that comment you made about her sister…maybe.”

The vignettes, while scripted, have an improv-like quality, thanks to the influence of Scout VP, creative director Travis Sharp, who is also an improv performer.

The campaign’s premise arose from the insight that dinner is one of the most stressful times of the day for busy families — and that SeaPak can help reduce stress both through the vacation-like experience of eating the breaded shrimp (“escapism”) and through knowing that the products are in the freezer ready to roll for dinner (“mindfulness”), says Sharp. 

The chillax campaign is “a great evolution for the brand” because it “connects with consumers in a fun, approachable way,” says SeaPak director of marketing Megan Grinstead.

The vignettes are featured on the brand’s site, YouTube, Facebook and Instagram, where a series of shorter, looping video outtakes from the campaign are also viewable.

The campaign also includes SeaPak recipes and digital banner ads on platforms and digital services including Hulu, Scripps Networks, Pandora, MNIx, Clearstream.TV, and Google Display Network.