Subscribe Now

The Magazine

Northshore October 2025
160 years of frozen filets and brand recognition at Gorton's.By Dinah CardinThe stubbly-faced iconic fisherman in the yellow slicker conjures the same thought the world over: Gorton's of Gloucester, as in Gorton's fish sticks. The built-in marketing through this single image is as effective as the Jolly Green Giant and the Pillsbury Dough Boy, who were among the cartoon foodies recently featured dining together in a MasterCard ad, along with the famous fisherman. A few years ago, the Gorton's marketing department even spliced together a tape of pop culture references to their brand icon which was featured in television shows such as The West
Already a subscriber (including print subscriptions)? LOG IN HERE

Keep Reading — It's Free to Join

You've reached your limit of free articles this month. Create a free account to continue reading Northshore Magazine content and get our weekly email newsletter.

Want full access and a print subscription? Subscribe now.