Marketing Currents - Business and Marketing Current Events

How Gorton’s Seafood is using TikTok for a product launch


Gorton’s Seafood unveiled its new product line, Gorton’s Air Fried, with a multi-channel influencer marketing campaign centered on TikTok, per details shared with Marketing Dive. 

Click here to read the story at

Discussion Questions:

  1. What is product development?
  2. What is a product launch?
  3. What is a product life cycle?
  4. What are the different stages of the product life cycle?
  5. What stage of the product life cycle best describes a product launch?
  6. Why do you think marketing is important to a successful product launch?
  7. How would you describe Gorton’s Seafood’s new product line?
  8. What is an influencer campaign?
  9. What is a “multi-channel” marketing campaign?
  10. Why do you think Gorton’s is leveraging a multi-channel influencer component for this marketing campaign?
  11. What is a target market?
  12. What role will social media play in the launch of the new product?
  13. According to this news story, who is Gorton’s targeting with this campaign?
  14. Why do you think that group of consumers might represent Gorton’s target audience?
  15. Why do you think Gorton’s selected TikTok as the social media platform of choice for this campaign?
  16. What is content marketing?
  17. How might this marketing initiative from Gorton’s illustrate the concept of content marketing?
  18. What is AR?
  19. How might the AR component of this campaign help to boost consumer engagement?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.