Marketing Dive: How Gorton’s Seafood Is Using TikTok for a Product Launch

Gorton’s social-first approach sees the 170-year-old brand looking to strike a connection with Gen Z and millennials. Ahead of its latest campaign, the brand ran a strategic program to grow its social media following, amassing more than 65,000 followers on TikTok. Today, it has escalated to 90,000 followers. 

To build excitement for the air-fried product launch, Gorton’s enlisted a handful of creators who posted teaser videos featuring the brand’s iconic yellow slicker coat. On launch day, many of the influencers incorporated the product into recipes, emphasizing that the products were already air fried, so the only appliance needed was an oven. 

Over the coming month, more content is expected to drop, including an AR filter that allows users to “try” Gorton’s Air Fried products by catching them in their mouths using the filter. Since launching the campaign, #gortonsairfriedlaunch has gathered over 68,000 views. Creators are increasingly becoming a marketing staple, with 66% of brands last year having upped their spend on such efforts.

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