With Lent on the horizon, Gorton’s Seafood is bringing back its
male mermaidsor “mer-bros”as it rides a wave of momentum in the
revitalized frozen food category.
The brand debuted the mer-bros last year as part of new cast of
characters in a move to update its look, which had long been
defined by its yellow-raincoat-wearing fisherman character, who
debuted in 1975.
The fisherman “is kind of iconic to the brand and well
recognized,” says Chris Hussey, VP of marketing at Gorton’s
Seafood. Still, the brand wants to attract younger buyers and knows
plenty of people didn’t grow up hearing the “Trust the Gorton’s
fisherman” jingle. It sought a creative approach that brought life
to the character in a way “that is appealing to millennials and
emerging families in particular,” she says.
Source: FS – Advertising Blogs !
Gorton's Seafood's 'Mer-bros' are back for Lent amid frozen food upswing