Gorton’s Inc. Taps The San Jose Group to Lead Multicultural Marketing Efforts

CHICAGO (March 8, 2013)– Gorton’s Inc., America’s leading seafood company, has appointed The San Jose Group its domestic multicultural and Latin American agency of record to execute the brand’s inaugural Hispanic-focused advertising, public relations and social media efforts following a review process.

“Gorton’s has a rich history of providing high quality frozen seafood products for over 160 years,” said Zach Soolman, Director of Consumer Marketing. “Through our work with The San Jose Group, we hope to expand our existing audience by offering compelling, culturally relevant consumer engagement.”

The San Jose Group kicked off the new partnership by developing a creative branding platform that will be used across Gorton’s web, print and digital assets. San Jose Public Relations (SJPR) launched the social media driven “Cook, Blog and Win” Recipe Challenge where eight well-known Latina food bloggers compete to see who brings Latin flavor to Gorton’s fish fillets best. SJPR conceptualized the program from start to finish, executing all aspects from blogger engagement, website development and publicity efforts around each of the contestants. The agency will also provide strategic counsel for the brand’s multicultural advertising efforts including creative development and media planning.

“We are thrilled to support Gorton’s in their multicultural communication efforts,” said George L. San Jose, president and chief creative officer of The San Jose Group. “We are grateful for the opportunity to provide innovating marketing solutions that transcend culture, borders and language for this iconic brand.”

For more information about The San Jose Group, please visit

About The San Jose Group
The San Jose Group (SJG) specializes in multicultural lifestyle and behavioral marketing solutions. The agency leads with business planning and ROI modeling in providing message development, persuasive content and ideation across digital, social and advertising channels. SJG along with its Consulting and Public Relations divisions service Fortune1000 clients and today’s industry leaders. SJG is the founding member of the San Jose Network Ltd., the largest independent advertising agency network reaching the U.S. and Latin America. For more information, visit

About Gorton’s Seafood¬†
Founded in 1849, Gorton’s is one of America’s oldest continuously operating companies. Headquartered in Gloucester, Massachusetts, Gorton’s continues to be the innovative leader in the seafood industry. Gorton’s full line of frozen seafood products includes Breaded and Battered Fish Sticks and Fillets, Grilled Fillets, including Tilapia and Salmon, Premium Fillets, Grilled Shrimp, Flavored Fillets, Tenders and Popcorn Shrimp. Gorton’s products are available nationwide in better independent and chain grocery stores. Gorton’s proudly stands behind its products with its “Trust the Fisherman Guarantee,” which represents an unwavering commitment for over 160 years to providing the best-tasting, highest quality seafood meals. The Gorton’s Fisherman, in his yellow slicker and rain hat, has become an icon symbolizing this commitment. For more information, please visit or call 1-800-222-6846.