SeaPak engaged JDA wanting more and wanting better. More market share, better shelf placements within grocery stores across the country, and higher sales to compete more aggressively with the world’s top seafood brands.
JDA’s media planning focused on consumer trends related to shrimp sales and shrimp consumption. The industry historically focused their advertising and marketing budgets on November and December of each calendar year as families gather for Thanksgiving, Christmas and New Year celebrations. However, through its strategic research and planning, JDA discovered a consumer trend ignored within the industry. Shrimp sales sky-rocket each year during Lent. Yet, no seafood brand was taking action.