The marketing effort, which begins this month, will include national cable TV, national print, in-store merchandising and online coupons, and is expected to reach tens of millions of consumers, according to Lou Shaheen, vice president of sales and marketing at Bellingham, Wash.-based Trans-Ocean.
Advertisements for Trans-Ocean-branded surimi products will appear in five of America's top women's magazines -- Better Homes and Gardens, Woman's Day, Family Circle, Good Housekeeping and Ladies Home Journal -- reaching some 20 million readers.
In addition, television ads for the product will run during cooking shows, and the company will provide point-of-sale advertising for some retail outlets.
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