February 2, 2017 — The Gorton’s fisherman, on sabbatical since about 2010, is back and the iconic marketing figure now will be at the center of a social media-centric campaign by the Gloucester-based frozen seafood company.
The new campaign kicked of this week with the release of “Coach,” a video vignette directed by “Saturday Night Live” director Mike Bernstein that projects a humorous side to the slicker-clad Gloucester fisherman while still reinforcing — Gorton’s hopes — the coveted image of ruggedness and serious custodianship of the ocean.
The video spots, according to Gorton’s Vice President of Marketing Chris Hussey, have been tailored for presentation on a variety of different social media platforms and not as traditional television advertising spots.