Seattle-based Trident Seafoods is partnering with celebrity chef Nancy Fuller, the star of the Food Network’s popular cooking show, "Farmhouse Rules," to promote the company's Louis Kemp surimi seafood products as part of Super Bowl Sunday events.

The campaign, part of the Association of Genuine Alaska Pollock Producers' (GAPP) North American Partnership Program, will also align with the launch of Louis Kemp’s new “buy online” feature on its website.

Fuller's surimi-based recipes, aimed at encouraging consumers to use the product for appetizers as part of what is an unofficial US holiday, will be posted on starting Jan. 13.

Super Bowl LV will take place on Feb. 7.

Fuller has teamed with Louis Kemp to create surimi recipes that football fans nationwide can whip up as part of their Super Bowl LV spreads on Feb. 7. The recipes will be available on beginning on Jan.13, and will be championed by the chef, television personality and social media mogul, introducing more consumers to surimi made with Alaska pollock.

Craig Morris, GAPP CEO, said his group hopes the products will catch on as "something new, fun, trendy and sustainable."

Under Morris, the GAPP partnership program created in 2019 has helped launch a new Alaska pollock fish sandwich at US-based convenience-store chain 7-Eleven and Trident's three-pound value pack of frozen Alaska pollock fillets into Whole Foods stores across several states.

It also helped Walmart expand its distribution of chilled Alaska pollock portions, supplied by Norway's Mowi group, with raw material harvested by American Seafood.