Louis Kemp Reels in Shoppers via In-Store Sampling Events
BRAND: Louis Kemp Crab Delights
KEY INSIGHT: Consumers know little about Louis Kemp’s surimi seafood and how it is made.
ACTIVATION: With its first major launch campaign, the brand used in-store sampling events to educate consumers/shoppers about its products. Coupons helped drive purchase.
Motley, Minn. — Trident Seafoods’ Louis Kemp controls every step in the making of its surimi seafood products, from the harvesting of Alaskan pollock by its own fishing boats to processing at its Minnesota facility. The pollock is finely minced and blended/flavored with other ingredients, including crab or lobster. It is then formed, cooked and cut into the various shapes and styles before being sold at grocery stores.
Wanting to tell that story in an entertaining way and influence shoppers, Louis Kemp partnered with Seattle-based Wexley School for Girls to build in-store sampling events. Wexley designed and created a “Fisherman Dave” character to represent the fishermen who catch Alaskan Pollock. That character and a “lighthouse” sidekick visited supermarkets and malls in Boston on Jan. 30-31 for a Louis Kemp Crab Delights sampling program.
“We realized that many shoppers may not know that Crab Delights are made with real wild Alaskan pollock caught by Louis Kemp fishermen,” says Jennifer McCue, director of marketing, consumer brands, Trident Seafoods. “Fisherman Dave is a way to educate shoppers on how we make our surimi seafood while providing an entertaining shopping experience. We wanted a creative way to introduce Crab Delights and its versatility and provide shoppers with a fun experience while they learn about the nutritional benefits of surimi seafood. Also, Boston is a great seafood town and one of our largest markets, so this was an opportunity to host a local activation in which we could leverage our strong relationship with retailers.”
In support of the sampling event, Louis Kemp hosted a Boston blogger recipe challenge on Facebook. Bloggers were encouraged to enlist their followers for help by asking them to vote for their favorite recipe via a Like, Comment or Share of their photo. The winning recipe was a “Rainbow Rice Bowl” from blogger Carrots N’ Cake. The recipe is featured on the company’s website (LouisKemp.com) and posted on its Facebook page.
“We’re trying to educate seafood consumers about the versatility of the product,” McCue says. “We want bloggers to inspire consumers to think outside of the box with surimi.”
At the sampling events, Louis Kemp distributed a $1 coupon featuring the “Eat It. Dip It. Chop It. Mix It” campaign slogan, which illustrates the various ways Crab Delights can be used and served.
“While we didn’t have in-store signage in many places except for the Prudential Mall [in Boston], we used many ‘Eat It, Dip It, Chop It, Mix It’ branded components on the clothing that the brand ambassadors were wearing, plastic bags that contained the samples and the coupons handed out to shoppers,” McCue says.
Trident Seafoods plans to use the engagements in stores, the number of samples and coupons handed out, redemption rates, digital impressions and sales numbers to measure success. Ultimately, it hopes to make an impression on shoppers who may not have known about surimi seafood before.
This was Louis Kemp’s first major consumer launch. “We have worked on many smaller consumer promotions in the past, but nothing on the scale of this campaign,” McCue adds. “With the post-analysis of the Boston launch, we will be fine-tuning some details for our next location, Chicago.”