Introduction to Gorton’s New Product Line
Gorton’s Seafood has recently unveiled its latest product line, Gorton’s Air Fried, with a multi-channel influencer marketing campaign centered on TikTok. The campaign includes a series of content creators sharing videos promoting the brand new product line. New content is about to roll out in the approaching month and can span multiple platforms, including Instagram Reels.
The Campaign Strategy
The brand has launched a creator team of eight influencers, who will make exclusive content for TikTok. Additionally, Gorton’s will launch an augmented reality (AR) filter later this month, allowing users to "try" Gorton’s Air Fried products by catching them of their mouths using the filter. Off social media, the brand will run an ad spot on digital and connected TV (CTV) channels.
Targeting Gen Z and Millennials
Gorton’s social-first approach sees the 170-year-old brand seeking to strike a reference to Gen Z and millennials. Ahead of its latest campaign, the brand ran a strategic program to grow its social media following, amassing greater than 65,000 followers on TikTok. Today, it has escalated to 90,000 followers. To construct excitement for the air-fried product launch, Gorton’s enlisted a handful of creators, including Chef Ced and Alyssa within the Kitchen, amongst others, who posted teaser videos featuring the brand’s iconic yellow slicker coat.
Product Features and Benefits
The latest product line revolves across the convenience of already air-fried products, which could appeal to younger consumers in search of fast meal options. On launch day, lots of the influencers incorporated the product into recipes, emphasizing that the products were already air fried, so the one appliance needed was an oven. The brand’s business promoting the brand new line emphasizes that convenience, riffing off the concept of air frying with dramatic gusts of wind rustling around indoors.
The Role of Creators in Marketing
Creators are increasingly becoming a marketing staple, with 66% of brands last 12 months having upped their spend on such efforts. Gorton’s can also be ramping up its ongoing social media efforts, creating its own content creator team, appropriately called Gorton’s Creator Team. The eight-person team will create content exclusively for the brand’s TikTok page, to not be shared elsewhere, because it looks to ascertain a more authentic and approachable presence on the app.
Conclusion
Gorton’s latest product line, Gorton’s Air Fried, is an exciting development within the seafood industry, and the brand’s social-first approach is an important technique to connect with younger consumers. With its multi-channel influencer marketing campaign, AR filter, and creator team, Gorton’s is poised to make an enormous splash available in the market. The brand’s deal with convenience and fast meal options is prone to appeal to Gen Z and millennials, and its social media efforts will help to ascertain a powerful online presence. As the brand continues to roll out latest content and products, it is going to be interesting to see how its campaign evolves and the way it resonates with its audience.
