SeaPak: High-Impact CTV During Lent

With Lent driving one of the biggest seasonal surges in seafood consumption, SeaPak partnered with Conquer to make sure their brand was the first choice for shoppers navigating the season, particularly those feeding picky eaters looking for seafood that's approachable, delicious, and easy to prepare. The goal was to drive awareness and consideration that would translate directly to in-store sales lift during the campaign window.

Hulu was selected for its strong audience alignment and unique Pause Ad offering, a format that extends brand visibility beyond standard video placements by reaching viewers in a lean-back, high-attention moment. The strategy delivered :15s, :30s, and Pause Ads to capture attention at multiple points throughout the viewing experience, with success measured through engagement metrics and downstream signals including search activity.

The results proved that the upper-funnel investment was doing exactly what it was supposed to do. Hulu Pause Ads delivered 15.8M+ impressions with near-perfect completion rates, and while the campaign was in market, search impressions jumped 211% and clicks grew 146% year over year. The surge in search activity during the campaign flight was a clear signal that consumers were seeing SeaPak on screen and immediately acting on it, heading to search to find where to buy. For a product sold in-store, that kind of downstream intent signal is exactly the proof point that connects awareness spend to purchase behavior.