• by Fern Siegel , January 10, 2024

Gorton’s Seafood has debuted a new brand campaign, created by Connelly Partners, its agency of record.

The campaign, which shows how Gorton's can be a part of everyday life, dovetails with its 175 anniversary, a milestone for the company. The spot is here.

The work is part of an ongoing effort to target millennials and promote the brand's product portfolio, which includes fish sticks and popcorn shrimp. The company's site offers recipes for various seafood dishes.

The campaign will run across CTV/OLV, social and digital throughout this year.

Alyssa Toro, chief creative officer, Connelly Partners, told Agency Daily: "We set our sights bigger with this year's campaign, creating something that's both celebratory and inspiring. Building on their longtime foundation of trust, we now wanted to have millennials saying: 'Wow, I never thought of Gorton's in that way.' Our creative strategy leaned on the element of surprise and the work needed to bring that to life in an authentic and relevant way." 

Last July, Connelly Partners launched the frozen seafood brand on TikTok to give it a sense of playfulness or, as the campaign suggested, “Make the Freezer Hot Again.”

Connelly Partners is an independent global agency with offices in Boston, Dublin and Vancouver. In addition to Gorton's, clients include Titleist, Carhartt, Williamsburg Tourism Council and The V Foundation for Cancer Research.