Gorton's, the nation's leading maker of frozen fish products, today announced the launch of its consumer marketing web site at http://www.gortons.com/.

The site is designed to be a resource for time-pressed people. It includes a "Time Store" where visitors can "buy" 5, 10, 15, or 20 minutes; "Lifesaver", which details kitchen essentials; and "Fisherman's Grill", containing a growing database of quick fresh and frozen fish recipes from the company's seafood kitchens. Other sections include "Fish 101", with information on choosing from among the many types of fish, cooking tips, and information on complementary spices, sauces and sides; and "Fisherman's Lore", a rich history of the 148-year old company and its Gloucester home. True stories on the site include everything from that of the Gorton Act, which freed slaves and indentured servants in what would become Rhode Island, to the tale of a Gorton's fisherman attacked at sea by a Patagonian turkey in 1904. Message Boards are also provided to help users share ideas for saving time and preparing fish. 

Product Manager Nancy Fiore, leader of the team developing the site, said, "We've learned through the process of creating this site that the World Wide Web is a great way to build closer relationships with our consumers, one at a time. While broadcast media is still the core of our marketing communications strategies, the web gives us a great way to communicate with our consumers directly, even personally. We think that will make them more loyal to Gorton's, and us better at meeting their needs." "We thought a lot of packaged goods companies had created sites that didn't do anybody much good," said Fiore. "They didn't really contribute to the brand, and they weren't really worth visiting. We tried to do some good for Gorton's by doing right by the people who buy our products. We're pleased with the results so far, and listening closely to see if consumers feel the same way." 

Gorton's interactive agency-of-record is New York City-based Brandscape, Inc.