Listening to its customers and adding more convenience to the product, Chicken of the Sea changed its packaging to offer cans with easy-open, pull-tab lids across multiple seafood product lines simultaneously.
Launched Oct. 13, five of Chicken of the Sea’s most popular products will be available in cans with pull-tab lids marketed under the new EZ-Open label, with more products planned. The enhanced line can be found at supermarkets nationwide.
Officials at Chicken of the Sea conducted research that concluded consumers view convenience and time savings as key purchase considerations for seafood.
“Chicken of the Sea saw the opportunity to use packaging to differentiate itself from the rest of the market,” Maureen McDonnell, Chicken of the Sea’s director of marketing, told Loyalty360. “We’re proud of the fact that we are the first major seafood brand to introduce cans with easy-open, pull-tab lids across multiple seafood product lines simultaneously. The new cans make our tuna and salmon more convenient, accessible and easier for consumers to take and enjoy on the go. We plan to use it expand our customers’ engagement with our products. Many of our customers told us they were pressed for time and wanted an easier, more convenient way to enjoy our seafood. Our EZ-Open cans are a direct response to these customer requests. In addition to packaging innovations, we routinely seek customer feedback about new product lines and flavor varieties.”
To support the new packaging, Chicken of the Sea is giving consumers the chance to win $25,000 worth of instant prizes simply for playing the game and grabbing the right EZ-Open can. Launched Oct. 13 in conjunction with retail availability of the EZ-Open cans, the Chicken of the Sea Pull It Off Game and Promotion features a virtual kitchen setting in an online game where players try grab a Chicken of the Sea can as it revolves on a Lazy Susan table – but only EZ-Open cans will open in the game, as the other cans strain in vain.
Consumers can play once per a day and have three chances to grab the EZ-Open can for a chance to win instant prizes. Prizes will be offered in the form of mobile-friendly digital gift cards. For those who don’t win a cash prize, a healthy recipe will be offered to whet their appetites. The Pull It Off game runs through Nov. 12, 2016.
“Consumer loyalty is essential to our business and growth, which is why we place such a high priority on customer research to make sure new products and other innovations are hitting the mark with our most loyal followers,” McDonnel explained. “The sheer number of seafood and protein choices in the marketplace makes customer loyalty more challenging than ever – and necessitates the need for continual customer feedback.”
Chicken of the Sea’s corporate goal is to be the most trusted seafood brand in the country.
“We understand that customer loyalty is essential to this goal, specifically in the areas of product innovation and sustainability,” McDonnell said. “In addition to the new EZ-Open cans and an accelerated launch schedule of innovative new products, we recently launched a digital traceability initiative that allows customers to trace the source, processing location, and fishing method of their seafood. The Chicken of the Sea Trace Your Product program covers all tuna products but will eventually allow customers to trace the company’s entire shelf-stable product line. It is a cornerstone of SeaChange, Chicken of the Sea International’s global sustainability strategy with initiatives encompassing marine conservation, responsible sourcing, and operations, caring for communities and safe and legal labor standards.”