Gorton’s Seafood is on a new mission to spread the goodness of the sea by making quality seafood accessible to every household. Gorton’s opened its doors in 1849 out of Gloucester, MA, the birthplace of the U.S. fishing industry. As needs have shifted, the brand’s evolved its offerings to address consumers’ changing diets and lifestyles – and introduced new processing methods, sustainability practices and foods. Yet, there’s still a perception among some people that frozen seafood isn’t up to par with fresh. In its new campaign, created in partnership with AOR Connelly Partners, Gorton’s is confronting the negative perceptions head on with humor and levity to engage existing and younger/emerging consumers. And at a time when younger consumers are looking for quick, wholesome meal solutions for their hectic lives and health awareness nationwide is encouraging consumers to turn to seafood.