SeaPak Shrimp Company Unveils Unprecedented National Multi-Media Advertising Campaign: 'Making Great Shrimp Easy'

SeaPak Shrimp Company Unveils Unprecedented National Multi-Media Advertising Campaign: 'Making Great Shrimp Easy'

Highlighted by a Significant Partnership with Food Network and an All-New Consumer Website

ST. SIMONS ISLAND, Ga., Sept. 28 /PRNewswire/ -- SeaPak Shrimp Company, the industry leader, producer, and marketer of the #1 selling brand of frozen, value-added shrimp products in the U.S., launches a new, demand-generating marketing and national multi-media advertising campaign, highlighted by a spectacular partnership with Food Network, one of the most-rapidly growing ad- supported cable networks in the country.

The new national campaign, which kicks-off today, Sept. 28, engages consumers with the message, "Making Great Shrimp Easy." The ads offer food- loving consumers exciting solutions to help them make great tasting shrimp dishes at home. The partnership with Food Network represents the largest national advertising buy in the history of the SeaPak Shrimp Company.

The campaign features all-new :15 and :30 second television spots, a series of television cooking demonstrations showcasing great-tasting shrimp recipes made easy, a new SeaPak consumer web-site, fabulous recipes created in partnership with the Food Network Kitchens, and a comprehensive in-store, retailer marketing campaign.

Advertisements will air throughout Food Network's most-popular programming, including Emeril Live, 30 Minute Meals, Everyday Italian, Paula's Home Cooking and Semi-Homemade with Sandra Lee, as well as on Foodnetwork.com, the #1 cooking destination online. The ads will inspire consumers to prepare the delicious shrimp dishes they love.

"We are thrilled to come along side the giant of food programming in the television industry to provide practical solutions and innovative ideas to the consumer," said Jamie McKeon, Vice President, Marketing for SeaPak. "Food Network has built a stellar reputation with its world renowned stars and detailed "how-to" food programming. It inspires consumers to try new things, which uniquely reinforces the message 'Making Great Shrimp Easy' that we're communicating through this exciting new marketing campaign."

SeaPak has become a "Proud Sponsor of Food Network In The Kitchen," and will support the most-popular shows with billboard advertisements that carry the message of program sponsorship, "Brought to You by SeaPak Shrimp Company."

In addition, two unique :30 second cooking demonstration ads have been produced in partnership with Food Network. The compelling vignettes, entitled "A Good Taste," entice consumers to utilize SeaPak value-added shrimp products as core ingredients, and each one offers an on-air recipe that can be reproduced in the home immediately.

"Many consumers love shrimp and SeaPak provides the confidence they need to cook it at home," said McKeon. "We offer solutions for two specific consumer groups -- those food lovers who are looking for ways to make great tasting shrimp-based recipes, as well as those seasoned food connoisseurs who are always looking for new and unique ways to include shrimp as part of their menus," said McKeon.

A series of recipes has been created by the Food Network Kitchens in partnership with SeaPak Shrimp Company. These will be showcased online beginning Oct. 1 when consumers visit Foodnetwork.com. Consumers can access the recipes by clicking on one of the many online advertisements, or by going directly to foodnetwork.com/seapak.

The recipes will also be available beginning Sept. 28 on the new SeaPak Shrimp Company consumer website -- seapakshrimp.com -- which has been completely redesigned to communicate the high-quality taste of SeaPak shrimp and offer consumers the tools and ideas they need to make great tasting shrimp recipes at home. "We're excited to provide these wonderful recipes, developed by the pros, and we're sure they'll be a big hit."

"Consumers tell us that shrimp is special. It evokes memories of a special occasion or coastal vacation. SeaPak makes it easy for them to enjoy shrimp more often than ever. Whether consumers seek delicious, perfectly seasoned shrimp right from the package, or they prefer to customize a signature recipe by adding their own touches, SeaPak has a great-tasting shrimp variety for them," said McKeon.

Seapakshrimp.com will provide consumers with numerous practical tips for appetizers and meals utilizing great-tasting, value-added shrimp. It will also offer detailed information about quality and innovative solutions for cooking with ready-made breaded and unbreaded shrimp.

As part of the national marketing campaign, a "Proud Sponsor of Food Network In the Kitchen" graphic will begin appearing in-store on packaging for select products available from SeaPak Shrimp Company.

SeaPak Shrimp Company has partnered with grocery chains across the country to showcase the new tag line "Making Great Shrimp Easy," on in-store point of sale materials, including SmartSource coupon machines, shopping carts, floor ads, and end-aisle displays.

Food Network, ranked #1 among 50 channels evaluated for viewer engagement, reaches over 85 million homes and 88% of U.S. households. Food Network is a unique lifestyle network and website (foodnetwork.com) that strives to surprise and engage its viewers with likeable hosts, personalities, and the variety of things they do with food. SeaPak Shrimp Company, a wholly owned subsidiary of Rich Products, was founded in 1948. SeaPak is the industry leader and #1 selling brand of frozen, value-added shrimp in the country, and offers a complete line of innovative and versatile shrimp products.

Source: SeaPak Shrimp Company

CONTACT: The Butin Group, +1-404-317-0731, for SeaPak Shrimp Company

Web site: http://www.seapakshrimp.com/ http://www.foodnetwork.com/seapak http://www.foodnetwork.com/

NOTE TO EDITORS: The two "A Good Taste" vignettes featuring the cooking demonstrations, a :30 second SeaPak advertising spot, and a sample recipe can be viewed immediately by visiting www.rich-seapak.com/fntv

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