Machina launches Get Maine Lobster’s first TV campaign

Machina has launched a 30-second performance TV commercial for Get Maine Lobster, marking the seafood brand’s first move into television advertising. The campaign is built around direct-response tactics and is designed to help the DTC retailer acquire customers at scale heading into summer gifting moments. Why it matters: - Get Maine Lobster is testing television as a customer-acquisition channel for the first time. - The campaign is designed to show how direct-to-consumer brands can use performance TV without a traditional annual agency retainer. - Machina is positioning the effort as a model for brands that want growth, scale and measurable response from TV. What happened: - Machina announced the launch of a 30-second performance TV commercial for Black Point Seafood’s Get Maine Lobster on June 17, 2026. - The commercial is Get Maine Lobster’s first-ever TV campaign. - The campaign debuted with a Father’s Day promotion and is set to be followed by a Fourth of July campaign. - The production was completed in under 10 days under Machina’s advisory leadership. The details: - The commercial includes about nine seconds of call to action. - The ad also includes an offer, an upsell, a QR code and the brand URL. - The creative is meant to support both branding and direct-response performance. - Machina says the campaign was built with media partners willing to provide “skin in the game,” reducing the upfront investment needed to make TV viable for clients. - Michael Pierce, Machina’s managing director, said the campaign reflects a new way to bring TV to brands that do not have a traditional agency-of-record model or large annual budgets. - Bernadette Abasta, who leads strategy and media execution for Machina, said the creative was built to support performance, branding, growth and scale. - The commercial showcases Maine lobster and seafood delivered from Maine’s Atlantic coast to customers nationwide. - Machina’s advisory business focuses on performance marketing for linear television, connected TV, broadcast and streaming. - Machina’s AI-powered production studio, RogerRoger.us, creates creative for e-commerce and direct-to-consumer brands. - Machina founders Bernadette Abasta and Michael Pierce each have more than three decades of direct-to-consumer and direct-response TV marketing experience. - Their background includes work for SharkNinja, Jacuzzi Bath Remodel, USAA, ZipRecruiter, Ronco, NewDayUSA, Latham Pool, Wild Alaskan Co., Innovation Refunds, Pajamagram, Tractor Supply and Chevrolet. - Get Maine Lobster was founded by Mark Murrell and sells fresh, sustainably sourced Maine lobster and seafood directly from dock to doorstep. - The brand has been featured in national magazines and morning shows. Between the lines: - The campaign shows how premium food brands are trying to use television as a measurable performance channel, not just a brand-awareness play. - The tight production timeline suggests Machina is built to move quickly on time-sensitive seasonal promotions. - Father’s Day and the Fourth of July are high-volume gifting windows for seafood sales, which makes the campaign timing strategically important. - The emphasis on QR codes, offers and upsells suggests the commercial is designed to drive immediate response, not just reach. What’s next: - The Fourth of July flight will give Machina and Get Maine Lobster another chance to test the campaign’s performance during a major summer buying period. - The results could influence whether more DTC brands use similar low-barrier TV models for customer acquisition. - Machina is likely to use the campaign as proof of concept for its performance TV approach with other brands.