No stranger to evolving with consumer habits, Gorton’s Seafood made a splash at SXSW, infusing Austin with New England charm. Their iconic yellow transformed the venue, which featured a giant ship wheel arch at the entrance and a specially painted exterior. This landmark event, their largest activation yet, was a full-fledged celebration of their new shrimp products.

“There were times where I would just look around and see all these people gather with a drink in their hand and food in the other, and they were bopping to the music. And I was thinking, this is exactly what we wanted,” says Susie Siegel, Senior Integrated Marketing Manager at Gorton’s.

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Additional coverage:
BizBash: SXSW 2025: See Inside Top Events and Activations
AdAge: The Top 5 SXSW 2025 Brand Activations to Know About

Making their SXSW debut this year, Gorton’s Seafood held a shrimp and cocktail party at the Rainey Street Historic District’s Parlor Room. Complete with Gorton’s many shrimp products, the two-day event saw 3,500 attendees and dozens of influencers and included cooking demos, a merch wheel, and live music performances.

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