Gorton's Seafood is making strides to modernize its image and attract younger consumers through a unique ad campaign and trendy merchandise, all while honoring their brand heritage.
"We wanted to have this conversation with the audience that felt relevant, but wasn't that, 'Hello fellow youths' moment," said Abby Peterson, highlighting their approach to engaging younger consumers.
Gorton's senior integrated marketing manager Susie Siegel noted, "We're not just those fish sticks that you ate as a kid, although those are great," emphasizing their evolution beyond childhood nostalgia.
The new merch collection includes trendy items like bucket hats and graphic tees, designed to appeal to Gen Z while maintaining authenticity within Gorton's brand identity.
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