SOURCE: Mechanica


April 16, 2015 08:30 ET

Sea Cuisine Selects Mechanica as US Branding Agency of Record

High Liner Foods Expands Relationship With Mechanica Around New Campaign for Its Premium Brand

NEWBURYPORT, MA--(Marketwired - Apr 16, 2015) - Mechanica, a next generation marketing and brand development firm that solves problems and creates opportunities for restless marketers, today announced that it has been named branding agency of record (AOR) by premium seafood brand Sea Cuisine.

Mechanica will be responsible for the development of a new campaign for Sea Cuisine -- a High Liner Foods brand -- including online and print advertising, digital marketing, and in-store events, among other communications elements. By working with Sea Cuisine, Mechanica extends a pre-existing relationship with High Liner Foods -- the leading North American processor and marketer of value-added frozen seafood.

"When people go out to eat, seafood is one of their top choices," said Ted Nelson, CEO of Mechanica. "However, when they're selecting food to prepare at home, seafood rarely tops the list. The reason is that there are few foods that create as much shopper anxiety as seafood.

"The opportunity is to simplify and demystify seafood for the average shopper. People love watching cooking shows, but they dread figuring out how to prepare great tasting seafood," Nelson said. "Sea Cuisine brings an unprecedented amount of flavorful innovation and ease to the frozen and refrigerated seafood sections. Our assignment is to unlock that brand potential."

A key element of the new campaign will be to inspire consumers to purchase and prepare seafood at home more often. Mechanica will introduce them to innovative new Sea Cuisine products and flavors in ways that are as inspirational and informative as they are crave-inducing. In addition, another major focus of the campaign will be to partner with leading retailers to unlock the potential of their supermarkets seafood departments.

"Although there's a near-boundless number of fish recipes, our research indicates that most consumers are comfortable with only a handful, at best. By collaborating with Mechanica, we want to share with consumers the great taste and nutritional benefits of fish that too many are simply unaware of," said Jeff Tahnk, Vice President, Retail Marketing at High Liner Foods. "Mechanica has demonstrated an unprecedented ability to bring strategic thinking to help categories realize their full potential. That's why we are partnering with them on a new campaign for Sea Cuisine."

About High Liner Foods Incorporated
High Liner Foods Incorporated is the leading North American processor and marketer of value-added frozen seafood. High Liner Foods' retail branded products are sold throughout the United States, Canada and Mexico under the High Liner, Fisher Boy, Mirabel, Sea Cuisine and C. Wirthy labels, and are available in most grocery and club stores. The Company also sells branded products to restaurants and institutions under the High Liner, Icelandic Seafood, FPI, Viking, Mirabel, Samband of Iceland and American Pride Seafood labels to restaurants and institutions and is a major supplier of private label value-added seafood products to North American food retailers and foodservice distributors. High Liner Foods is a publicly traded Canadian company, trading under the symbol HLF on the Toronto Stock Exchange.

About Mechanica
Mechanica is a ten year old firm focused on solving problems and creating opportunities for restless marketers by being strategically based, creatively expansive and humanly fixated. Work spans brand and contact strategy, design, digital, advertising, events, PR, social media, etc. Current clients include: High Liner Foods, Saucony, Communispace, Kripalu, Fetch, AeroFarms, Houghton Mifflin, NPR, PBS, Northeastern University, Akamai, Kronos, and Nuance. For more information visit

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