Gloucester, Massachusetts-based frozen seafood brand Gorton’s Seafood recently awarded social, digital, content development, media planning and buying, PR and shopper marketing duties to Connelly Partners, following a review.
In the process the brand ended a nearly decade-long relationship with agency Rinck, which handled social media, digital media, PR and promotions for the brand, as well as working on its website. To show that they were no hard feelings, and to celebrate its long relationship with the brand, Rinck created a music video.
Rinck president and longtime Johnny Cash fan Laura Davis had the idea of creating the video to a performance of “We’ll Meet Again,” the 1939 Vera Lynn song Cash covered on his 2002 album American IV: The Man Comes Around, the final album Cash released during his lifetime. Nearly all of the agency’s 38-strong staff appear in the video, dressed in black and wearing dark sunglasses in a Cash tribute. Director of digital content and strategy Neal Jandreau handles lead vocals and guitar for the song. The video was shot in a 19th century textile mill in Maine by director Ramsey Tripp of Trade-mark R Productions.
“We wanted to honor a relationship and collaboration that we had for nearly a decade, and the friendships that came along with it, with not just the client, but agency partners, vendors and others,” Davis told Adweek.
“I wanted to use the opportunity to set an example on how to end a business relationship well and leave the door wide open. The fact of the matter is that over the last nine years we’ve learned a lot together and I know there will be great things in the future for both of us.”