Connelly Partners has been selected by Gorton's Seafood to handle a pocketful of marketing and media duties following a formal review. The agency will be responsible for social, digital, content development, media planning and buying, public relations and shopper marketing efforts.
Gorton's is consolidating much of its marketing assignment under this new partnership, although incumbent agency Burns Group will continue to work with Gorton’s on creative and strategy.
The other incumbent shops were Assembly for media and Rink for PR.
The move comes as Gorton’s seeks to reinvigorate its brand across products, packaging and messaging. Connelly Partners will be charged with updating how people perceive Gorton’s and tasked with reaching the next generation of seafood lovers.
A part of the remit, the client wants to broaden the brand’s consumer base.
Gorton’s iconic yellow rain-jacketed spokesman is likely to remain as part of the brand's imagery.
Gorton's spent $899,000 on advertising during the first six months of 2016, compared to $3.56 million during the same period in 2015, according to Kantar Media. For the full 12 months in 2015, Gorton's advertising budget was $4.49 million.
“This timing is a great opportunity to reintroduce a treasured brand to a new generation of consumers,” said Steve Connelly, president, Connelly Partners.