SUCCESS STORY

How Chicken of the Sea Hooks Their Customers

Chicken of the Sea, a global seafood brand, has placed its trust in Syndigo’s solutions to accelerate and enable exceptional customer experiences that increase brand loyalty. In this discussion, Amity Kelly from Chicken of the Sea and Chris Laury from Acosta Group, a Syndigo partner, share their perspectives on delivering consistent, engaging shopping experiences that resonate with consumers.

About The Speakers

Amity Kelly is the eCommerce Digital Marketing Manager at Chicken of the Sea. She is responsible for Chicken of the Sea’s Amazon business, e-commerce businesses with their retail partners, and manages their internal websites.

Chris Laury is Senior Director of the Amazon Digital Shelf Team at Acosta Group. For the last two years he has led the Omnichannel Digital Shelf Team supporting the build and syndication of clients’ brand assets across most of the major retailers and channels.

Accelerating E-Commerce Success

What’s New?

Exciting Initiatives

Customer Loyalty

Success Measurement

Industry Changes

Valuable Partnerships

Performance Optimization

Teamwork

Trends

What’s New?

What are some of the cool things happening at Chicken of the Sea and Acosta right now?

Amity: We recently announced our partnership with Jessica Simpson. Twenty years later, we finally came together to answer the iconic question, “Is Chicken of the Sea chicken or tuna?”

Chris: Acosta has recently made a strategic decision to invest heavily in the application of AI solutions for both our internal operations and in the enhancement of our tools and services for our clients. I’m excited that we have chosen to embrace new technology and use it to create a stronger organization and a greater value proposition as a service provider.

Exciting Initiatives

What are you most excited about this year?

Amity: I am most excited about expanding on the e-commerce growth that Chicken of the Sea has experienced over the past few years and creating strong relationships with our retail partners.

Chris: The addition of new tools will allow us to go deeper in our analytics and provide stronger, higher value insights to our clients.

Customer Loyalty

When it comes to creating exceptional shopping experiences for consumers, what are your main strategies to help build loyalty and help you prioritize and activate these programs?

Amity: We work on creating a best-in-class digital shelf experience for our consumers. It all starts with eContent which matches our brand look and feel, voice, packaging, and marketing campaigns. Our goal is to provide a seamless experience whether the consumer is shopping online or searching for our products on retailers’ websites. We pull many digital levers like paid search, digital coupons, video ads, sweepstakes, and fresh content to keep our consumers engaged.

Chris: That’s exactly what we do for a lot of our clients. The challenge is always getting that content consistent out to all those retailers and that’s where we help make sure that that brand experience for their consumer is consistent across every website. That way they are building brand equity and brand loyalty which is so critical to continue to maintain or grow their share of the category.

Success Measurement

How are you measuring success today?

Amity: I created content scorecards and run monthly audits on our retailer websites to keep tabs. I also empower the sales team to be accountable for ensuring the content, packaging, and overall brand experience is up to our brand standards. If there’s an issue, I make sure to partner with them to get it solved.

Chris: Primarily, from a brand impression and brand equity perspective, we operate within the client’s Syndigo account to ensure their content is showing up consistently across every retailer site. In addition, we also complete pre- and post-content sprint assessments against key search terms to determine whether new content is successfully improving organic search ranks.

Industry Changes

What have you seen change the most in the commerce industry over the past year or so?

Amity: It has been very interesting and exciting to see many retailers come out with their own website capabilities and the ability to participate in paid search, display ads, and different campaigns in their infrastructures. It makes budgeting a little more challenging, but more fun at the same time.

Chris: The evolution of brands to integrate their growth strategies between their digital growth and physical store growth to execute and win in both spaces is exciting. They are realizing the exponential growth opportunity when creating one holistic plan that speaks to the consumer, whenever and wherever they want to engage with the brands they love.

Valuable Partnerships

What drove the partnership with Syndigo and Acosta?

Amity: We recently went through a rebrand of our products and really needed a system to help keep that organized, so that’s what made us partner with Syndigo. Plus, we love how easy it is for the retailers you work with to receive new assets automatically, through the automatic syndication process, so it’s a win-win. We chose a partnership with Acosta due to their many years in the industry, substantial knowledge, and key relationships they have in place with retailers.

Chris: Our partnership with Syndigo offers a deeper level of relationship that enables us to help clients solve problems and ensures that the challenges that brands face, like getting content onto the retailer sites, can be managed in a simpler way, not because it’s a simple process, but because we have that knowledge, that expertise. We remove complexity from the equation so everyone can focus on the things that are going to help them drive growth.

Performance Optimization

What is it about Syndigo and Acosta that has evolved your processes, tools, and people supporting your key initiatives?

Amity: We have so many people in our corner to help us get product launches off to an exceptional start. We have clear processes in place and milestones for each step of a product introduction that makes things go smoothly. The strong collaboration between Acosta and Syndigo means we are fully connected to our customers and to each of the teams.

Teamwork

What is your experience working with Syndigo’s teams?

Amity: Everyone I’ve met at Syndigo has been amazing to work with. They keep customer service at the forefront of everything. I meet monthly with our success manager to ensure we are in the know of the latest Syndigo releases, any new features in the works, and to speak to overall account health. Support is always helpful anytime we run into any product issues or simply when we need a new person issued an account.

Chris: Our Syndigo colleagues have been amazing to collaborate with. Their desire to help us get things accomplished and move projects forward has made us successful not just for ourselves but for our clients.

Trends

What excites you most about being in the position you are in today? How has your role transformed over the years? 

Amity: I love how the eCommerce world is constantly changing. There’s always a new trend to look out for or a new marketing ability you have. It keeps things exciting, there’s never a dull moment in my role. There are so many new eCommerce channels out there with Walmart and Kroger expanding their marketplace options, being able to purchase on TikTok, etc. It’s always fun to see what’s coming next!

Chris: The same is true for me regarding the constant change. If you aren’t readily embracing changes in technology and the ways that shoppers/consumers are engaging with the brands they love, you may not be a brand that they love for much longer. Constant change means we face a constant challenge. We can solve the problems of today, but you have to look at the problems that are coming because everything changes so fast.

Chicken of the Sea’s iconic products first appeared on store shelves in the 1930s. Since then they have expanded their product lines into a wide variety of popular options that include tuna, salmon, crab, shrimp, and much more! Chicken of the Sea understands one universal truth – good food makes you feel good! That’s why they are dedicated to bringing wild-caught happiness to every household by delivering healthy, convenient, and affordable protein options made with the best-sourced seafood for more than 100 years.

Acosta Group is a collective of the most trusted retail, marketing, and food service agencies providing managed services to over 2,500 manufacturers across all channels of commerce. Our ultimate purpose is to “connect people with the brands they love” and deliver industry-leading performance by enabling our partners to win in the modern marketplace. We are proud to partner with Syndigo who we view as a critical enabler to help brands and retailers harness the power of data to accelerate performance and deliver the seamless shopping experience consumers are expecting. We share a common commitment to accelerate commerce on every shelf as we look to shape the future of commerce.

A Shared Goal To Do
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How Chicken of the Sea Hooks Their Customers

About The Speakers

Accelerating E-Commerce Success

What’s New?

Exciting Initiatives

Customer Loyalty

Success Measurement

Industry Changes

Valuable Partnerships

Performance Optimization

Teamwork

Trends

What’s New?

What are some of the cool things happening at Chicken of the Sea and Acosta right now?

Exciting Initiatives

What are you most excited about this year?

Customer Loyalty

When it comes to creating exceptional shopping experiences for consumers, what are your main strategies to help build loyalty and help you prioritize and activate these programs?

Success Measurement

How are you measuring success today?

Industry Changes

What have you seen change the most in the commerce industry over the past year or so?

Valuable Partnerships

What drove the partnership with Syndigo and Acosta?

Performance Optimization

What is it about Syndigo and Acosta that has evolved your processes, tools, and people supporting your key initiatives?

Teamwork

What is your experience working with Syndigo’s teams?

Trends

What excites you most about being in the position you are in today? How has your role transformed over the years?

A Shared Goal To DoMore For Our Clients

What excites you most about being in the position you are in today? How has your role transformed over the years? 

A Shared Goal To Do
More For Our Clients