Aquamar, a leader in surimi and convenient seafood, is bringing its next generation of seafood innovation to consumers, with new products and the company’s recently refreshed brand identity now hitting retail shelves.
The rollout begins in the Southeast, including availability at Rouses Markets locations throughout the Gulf Coast, with expansion to the West Coast and Midwest to follow in the next several weeks. The launch marks the first time consumers can experience the innovation Aquamar unveiled earlier this year at Seafood Expo North America (SENA), bringing together bold new products, dramatically refreshed packaging and a simple proposition: seafood should be delicious, convenient and easy enough for everyday meals.
The new packaging was developed in partnership with creative agency ONE23WEST, bringing Aquamar’s “Big Fish Energy” positioning to life through a bold, vibrant visual system designed to stand out on shelf and challenge consumers’ expectations of what seafood can be.
Leading the rollout are new offerings including Pan-Seared Pacific Cod varieties, Crispy Scallop Bites, and Salmon Wellington with Cheddar, Lemon and Spinach. The products are designed to take the work and intimidation out of preparing seafood while delivering the flavor and quality consumers want from a great meal.
“Consumers are hungry for more seafood, but too often, convenience and routine keep them reaching for the same meals,” said Daryl Gormley, CEO of Aquamar. “We’re flipping that script. These new products are designed to make seafood easier, more exciting and more craveable than ever, bringing bold flavors, fresh inspiration and effortless convenience to the everyday meal. We want to give consumers a reason to rethink what seafood can be and make it something they’re genuinely excited to put on the table.”
To support the retail launch, Aquamar is taking direct aim at Big Chicken, one of the most entrenched proteins in the American dinner routine. Developed through the partnership with ONE23WEST, Aquamar’s new “Chickensanity” campaign extends that challenger mindset beyond the package and into a provocative, entertainment-driven advertising campaign. The company’s new “Chickensanity” campaign is grounded in a simple insight: Americans eat a lot of chicken, and too often settle for another uninspiring dinner because it’s familiar and easy. Aquamar wants to offer an escape.
Inspired by the horror genre, “Chickensanity” turns the monotony of repetitive chicken dinners into something darker. The campaign’s original longer-form films pushed the premise so far that versions were deemed too intense for mainstream viewership before 7 p.m., leading Aquamar to create edited versions for broader audiences. And Aquamar isn’t limiting the fight to the screen.
An accompanying out-of-home campaign will take the message directly to Big Chicken’s doorstep, with placements in close proximity to fast-food chicken restaurants. Provocative creative including “Give Chicken the Bird” will confront consumers at the very moment they’re about to make chicken their default choice yet again.
“Big Chicken has spent decades making itself the easy answer to ‘what’s for dinner?’” said Gormley. “We’re here to give people a more interesting answer. ‘Chickensanity’ is deliberately provocative because breaking the entrenched chicken habit requires more than another beautiful picture of seafood. It requires a reason to stop, rethink the routine and get excited about what’s on the plate.”
The campaign represents a sharp departure from traditional seafood advertising. Instead of oceans, fishing boats and pristine seafood plates, Aquamar is borrowing from horror, entertainment, and challenger-brand culture to compete for attention, and ultimately occasions, against the much larger protein establishment.
Chickensanity brings to life the “Big Fish Energy” attitude introduced as part of Aquamar’s 2026 brand refresh, which included a new logo, vibrant packaging system, expanded portfolio and “fuss-free seafood” positioning.
That transformation is moving from the trade show floor to retail shelves, dinner tables, and directly across the street from Big Chicken. With the Southeast rollout underway and West Coast and Midwest distribution in the coming weeks, Aquamar is pairing expanded availability with a simple message to consumers: Now, every night can be seafood night.
For more information, including where to find Aquamar products at retailers near you, visit AquamarSeafood.com.
