Don’t Be Fooled!
Hillman Launches New Marketing Campaign Aimed At Foiling the Foolish

“Don’t be fooled by a toad.” Life isn’t a fairy tale, according to Hillman’s new ad campaign launched this fall in trade publications throughout the seafood industry. Hillman, the Texas-based, family-owned and operated seafood company responsible for pioneering the advanced Post Harvest Process (PHP), cryogenically-freezing oysters for the food service and retail industries to allow for safer, superior seafood products, stresses that other companies have tried to mimic its unique safety process, but consumers consistently remember “they’re fresher and safer with Hillman.”

“Hillman’s unique PHP reduces bacteria like Vibrio vulnificus to non-detectable levels for added safety,” said Steve Hillman, vice president of Hillman. “With this campaign, customers will understand that we are the original, and not be confused by processes that seem similar.”

Highlighting various ways characters have been fooled throughout the years, including the storyline of the princess and the toad and a kissing-booth scenario, the “Don’t Be Fooled” campaign will position the company as the first and foremost purveyor of cryogenically-frozen seafood to distributors and retailers.

“Our product is innovative and different, so we wanted to incorporate different imagery into our new campaign to differentiate us from other seafood companies,” Hillman said. “Our new ad campaign will set us apart, clearly defining the ‘original’ as the leader.”

Catering tochefs, food service operations and retail grocers throughout the world since 1978, Hillman Oyster Co. harvests, IQF (Individually Quickly Frozen) processes and ships safer, “freshly- frozen,” value-added oysters on the half shell, prime oyster meats, breaded oysters, IQF scallops on the half shell and clams every day.