SeaPak, with Agency SCOUT, Rolls Out New Campaign: "Chillax, You've Got This"

New Brand Campaign Empowers Busy Moms to Let Go Of the Everyday Stress of Meal Planning

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Mar 07, 2017, 09:34 ET

ATLANTA, March 7, 2017 /PRNewswire/ -- SeaPak Shrimp & Seafood Co. has a new message for busy consumers challenged by the daily stresses of meal planning: "Chillax, you've got this."

Created by SeaPak's agency of record, SCOUT, the new "Chillax" campaign is re-energizing SeaPak's position as America's go-to seafood brand – particularly for moms feeling pressure to put wholesome, tasty dishes on the table each day.

"Chillax You've Got This." New SeaPak brand campaign from agency SCOUT empowers busy moms to let go of the stress of meal planning

The Chillax campaign provides a playful take on everyday meal planning stressors and reinforces the notion that by adding more mindfulness and calm into each day, busy families can reduce stress and increase wellness.

"The new brand campaign was built around the key insight that dinner is one of the most stressful times of the day for busy families," said Cheryl Maher, SCOUT SVP and director of client services. "To get to the meaningful heart of the SeaPak story, we humanized the brand through our storytelling process. That process helped us unveil several key narratives, including the sense of calm and stress relief that can result from being transported to a coastal, relaxation vibe through food experiences."

SCOUT's approach to humanizing brands includes harnessing the skills of improv theatre to pull the really interesting stuff out of brands, finding the adjacencies with cultural trends and audience motivators, to then reveal the narratives within.

"To tell an interesting story you need to unveil the conflict," said Travis Sharp, SCOUT VP/creative director and improv performer. "What we realized about SeaPak is there is this conflict between escapism and mindfulness, and that's what makes this campaign interesting and human and funny.

"We let that conflict rule the new character who appears in all the spots. She's this funny and weird guru; she's flighty and kind of out there, but she's also grounded and she has good advice. She's very in the moment."

Through this process SCOUT discovered the two conflicting emotions that helped reveal the Chillax story.

"Escapism is the feeling you get when you eat this delicious golden breaded shrimp. It transports you to your vacation on a secluded beach and away from the humdrum of everyday life," added Sharp. "On the other hand, mindfulness is knowing that at this very moment, SeaPak is in your freezer with all its healthy benefits.

"Escapism is forgetting all about what's going on right now; mindfulness is being in the here and now. We love that conflict about SeaPak. By acknowledging that, it took us to a whole new level of emotion."

New 15-second video vignettes created for the Chillax campaign appear online at SeaPak.com and on YouTube, Facebook and Instagram, where a series of shorter, looping video outtakes from the campaign also can be viewed.

Additionally, SeaPak recipes and digital banner advertising displaying new campaign messaging will run across numerous media platforms and through various digital services including Hulu video-on-demand, Scripps Networks, Pandora, MNIx, Clearstream.TV, and Google Display Network.

"The new Chillax campaign connects with consumers in a fun and approachable way," said Megan Grinstead, SeaPak's Director of Marketing. "It's a great evolution for the brand."

CREDITS
Client: SeaPak Shrimp & Seafood Co.
Spots: "Seven Minutes in the Skillet", "Salad Trick", "Ommm to Yumm", "Date Night", "Adulting 101"
Agency: SCOUT Atlanta

Personnel:
Bob Costanza, Principal, Chief Creative Officer
Travis Sharp, VP, Creative Director
Betsy Morrison, Creative Director
Amber Worrell, Art Director
Duncan Stone, Senior Copywriter
Sarah Ackerman, Copywriter

Cheryl Maher, SVP, Director of Client Services
Emily Enderson, Account Director
Molly Wright, Account Supervisor
Nancy Landesburg, Producer
Matt Maggart, Production Assistant

Production Company, Station Film
Sean Cunningham, Director
Stephen Orent, Managing Partner
Caroline Gibney, Executive Producer
Michell Towse, Executive Producer
Daniela Huml, Producer

Editorial, Mad Hat

Jonathan Hayes, Editor
Stephanie Martucci, Producer
Misha Mazor, Color/Online

Audio/Music, Soundbyte
John Roberts, Composer

About SCOUT

Independently owned and operated for over 17 years, SCOUT is a full-service integrated agency with three offices across the United States – in Atlanta, Chicago and San Diego. Serving clients in consumer/B2B and healthcare, SCOUT brings leading companies bold, brave thinking that creates value for its clients' brands. Learn more at www.findscout.com.

SOURCE SCOUT