In a sea of possibilities, only one Fisherman has the trust of those who know the ocean best.
Gorton’s reinvented its famous fish sticks and fillets to taste fresher than ever. It was our job to help turn put this throwback brand into a comeback story.
In this very weird multi-year campaign, we looked to the ocean realm’s top authorities to lead people back to the sea. Enter: The King(s) of the Ocean. Through accolades from those who know the ocean best, our fantastical (and, sadly, fictional) characters lent their authority to the fresh new taste of Gorton's.
press for this campaign
AD AGE: Gorton’s Seafood’s ‘Mer-Bros’ are Back for Lent Amid Frozen-Food Upswing
THE DRUM: The 'Mer-Bros' are back and they’re more sensitive than ever
ADWEEK: Poseidon and a Couple of Mer-Bros Vouch for Gorton’s in the Best Fish-Stick Ads Ever
THE BOSTON GLOBE: The Gorton’s Fisherman has a New Crew
NEW NOW NEXT: Gorton’s Seafood Is Using Hot Mer-Men To Sell Its Frozen Fish—And We’ve Got No Complaints
AND MY PERSONAL FAVORITE HEADLINE, FROM AUSTRALIA’S B AND T: Buff Mer-Men Star In Bonkers Fish Fingers Campaign
But before all that …
We created a content-driven, social-first campaign to dust off a brand icon who had been lost to the mists of the time, or possibly the Atlantic.
All Gorton’s work was done at Connelly Partners. Art directors were Carissa Mak and Ana Gonzalez.