Gorton's, the Gloucester-based frozen seafood company that traces its own heritage to 1849, has launched its new Web site — www.gortons.com— with an eye toward providing the public a "back story" about the fisherman who has stood as the company's logo for decades.
"Seafood is growing because it's an important part of a healthy diet," explained Judson Reis, Gorton's VP of marketing. "As America's leading brand in seafood, we want to do everything we can to encourage more seafood consumption, and our new Web site gives consumers great new ways to enjoy seafood as well as fun ways to interact with the Gorton's brand."
In August 2007, Gorton's engaged Rinck Advertising as its lead interactive agency to develop a Web site designed to better showcase Gorton's ever-expanding variety of prepared fish and shrimp products, and to engage the consumer with the company's well-known marketing icon — the Gorton's Fisherman.
"We saw this as an opportunity to re-introduce consumers to one of the greatest marketing icons of all time," said Laura Davis, vice president of Rinck Advertising, which is based in Maine. "The Gorton's Fisherman truly represents New England's traditional fishing industry. What we aimed to do with the site is to add a rich back-story to the familiar bearded, yellow-slicker wearing fisherman, and to show a glimpse of Gloucester that has informed this brand for more than 150 years."
The Web site opens with a flash introduction of the Gorton's Fisherman featuring still photography shot on location during recent television production. Special features include a fisherman's log that begins to reveal the back-story of the icon through four log entries. The log will be updated each quarter with new tales. Consumers are also invited to take a virtual tour of Gloucester, Massachusetts, one of the oldest fishing ports in the country and Gorton's home for over a century and a half, in the site's "Glimpse of Gloucester" section that features historic landmarks throughout Cape Ann.
The site's upgraded functionality also includes a redesigned recipe section that allows consumers to rate recipes as well as to save favorite ones in a personal recipe box. Online newsletters and downloadable coupons are also available on the new site.
Founded in 1849, Gorton's is one of America's oldest continuously operating companies. Gorton's full line of frozen seafood products includes breaded and battered fish stick and fillets, flavored fillets, tenders, shrimp bowls, popcorn shrimp, grilled fillets, tilapia and salmon, and premium fillets and shrimp temptations.
Anyone seeking more information, please visit www.gortons.com or call 1-800-222-6846.
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