January 2003 Newsline
MARKETING
Louis Kemp promotes surimi seafood for the holidays
New Web site offers recipes,
time-saving tips
Louis Kemp Seafood Co. offered customers more than its surimi seafood products for the holidays. The company offered tips to help keep the holidays stress-free. Louis Kemp tapped the World Wide Web to reach time-pressed consumers shopping for simple, easy-to-prepare appetizers and meals during the holiday season.
The Downers Grove, Ill., company, owned by food conglomerate ConAgra Foods of Omaha, Neb., launched a new Web site, dubbed "Keep-Your-Cool Holiday Helper," for the 2002 holiday season. The site featured more than 50 surimi-seafood recipes, time- and stress-management tips and advice on planning a party in 30 minutes.
Louis Kemp engaged the help of Phyllis Cambria, co-author of "The Complete Idiot's Guide to Throwing a Great Party," to help design the site.
The Web site's address (www.louiskemp.com/holidayhelper) appeared on labels of retail packages of Louis Kemp Seafood Delights and in consumer ads.
The site was a means of capitalizing on the 150-percent increase in sales the surimi-seafood category typically experiences during the holiday season.
It was also "part of a larger vision to increase household penetration" of surimi sea-food, says Bill McClel-lan, the company's VP and general manager.
The company revamped its Web site in late 2001, making it easier to navigate. Also, several new features were added to the site, including "Club Kemp," whose members are the first to receive new recipes and information on upcoming offers and promotions via e-mail.