Fast Company: This Fish Stick Company Just Released Some Shockingly Good Merch for Gen Z

Gorton’s Seafood is celebrating its 175th anniversary this year with a multifaceted ad campaign including TV ad spots, influencer partnerships, and a line of Gen Z-approved merch. The line includes trendy bucket hats, Andy Warhol-inspired graphic tees, tote bags, and fish stick-covered beach towels.

The merch is part of Gorton’s larger ongoing mission to reel in a younger consumer. Last year, the company rolled out a series of air-fried fish products to ride the air fryer craze, and it’s been leaning more into influencer partnerships to reach millennials and Gen Z.

A large portion of the merch is inspired by vintage Gorton’s assets, rather than modern-day memes—a strategy that still works for a younger consumer, given the current popularity of vintage and retro aesthetics. 

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