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  • Seafood Campaign

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    stephanie bieniek
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    This document outlines a marketing strategy for promoting seafood consumption in the United States. It begins with an introduction to the advertising agency and project team. It then provides background on the seafood industry, current consumer behaviors and perceptions, and target demographics. Key insights note that while seafood is healthier, many people don't know how to cook it properly. The proposed strategy is to improve the perception of seafood as the healthy protein option and American diet. Tactics include partnering with HelloFresh to create seafood meal kits and holding pop-up events to test mercury levels in fish and educate consumers.

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    This document outlines a marketing strategy for promoting seafood consumption in the United States. It begins with an introduction to the advertising agency and project team. It then provides background on the seafood industry, current consumer behaviors and perceptions, and target demographics. Key insights note that while seafood is healthier, many people don't know how to cook it properly. The proposed strategy is to improve the perception of seafood as the healthy protein option and American diet. Tactics include partnering with HelloFresh to create seafood meal kits and holding pop-up events to test mercury levels in fish and educate consumers.

    Copyright:

    © All Rights Reserved
    Flag for inappropriate content
    14 views26 pages

    Seafood Campaign

    Uploaded by

    stephanie bieniek
    This document outlines a marketing strategy for promoting seafood consumption in the United States. It begins with an introduction to the advertising agency and project team. It then provides background on the seafood industry, current consumer behaviors and perceptions, and target demographics. Key insights note that while seafood is healthier, many people don't know how to cook it properly. The proposed strategy is to improve the perception of seafood as the healthy protein option and American diet. Tactics include partnering with HelloFresh to create seafood meal kits and holding pop-up events to test mercury levels in fish and educate consumers.

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    © All Rights Reserved
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    of 26

    SEAFOOD

    B I - C O A S TA L A D V E R T I S I N G A G E N C Y
    “ I N N O V AT I N G I N D U S T R I E S F R O M C O A S T T O C O A S T ”
    ISABELLA SOPHIA VITT STEPHANIE
    S T R AT E G Y S T R AT E G Y S T R AT E G Y C R E AT I V E

    2
    I N D U S T RY

    3
    ASK

    4
    5
    H E A LT H Y P R O T E I N

    6
    FISH
    VS
    O T H E R M E AT S

    BEEF VS SALMON
    3 OZ 3 OZ

    21 grams of Protein 17 grams of Protein


    15 grams of Fat 5 grams of Fat
    8

    PORK VS TUNA
    3 OZ 3 OZ

    23 grams of Protein 20 grams of Protein


    12 grams of Fat 2 grams of Fat
    9

    CHICKEN VS MAHI MAHI


    3 OZ 3 OZ

    23 grams of Protein 21 grams of Protein


    12 grams of Fat 1 grams of Fat
    10

    FISH PRODUCE MORE FOR LESS


    $$$

    11

    E AT I N G F I S H C A N R E D U C E Y O U R
    RISK OF HEART DISEASE BY 36%

    12
    P R I M A R Y TA R G E T

    • 30+ Adults in relationships and/or in families who are health conscious,


    mid-to-high socio-economic status and live on coastline communities

    S E C O N D A R Y TA R G E T

    USA
    • A variety of different regions

    13

    JEN RICHARD
    31 65
    MILLENNIAL MOM R E T I R E D G R A N D F AT H E R
    H E A LT H C O N S C I O U S H E A V Y M E AT E AT E R
    SAN FRANCISCO NEW ORLEANS

    14

    C O A S TA L C U LT U R E

    15
    FRAMEWORK & INSIGHTS

    • Industry: Total seafood consumption in the US is at an all-time-low.

    • Category: Price of seafood has never been higher.

    • Consumer: People don’t want to look their food in the eyes.

    • Culture: Based on convenience and lack of patience, American aversion to fish is cultural.

    K E Y I N S I G H T:
    F I S H I S U LT I M AT E LY T H E H E A LT H I E R O P T I O N T O C O O K F O R T H E F A M I LY,
    Y E T M A N Y P E O P L E D O N ’ T K N O W H O W T O D O I T P R O P E R LY.

    16

    S T R AT E G Y

    Harmful Seafood is the Improve perception


    American Eating Healthy Protein of the American
    Habits Option Diet

    17
    S E A F O O D M A K E S Y O U S E E F O O D D I F F E R E N T LY

    18
    SEAFOOD
    PA R T N E R S H I P W I T H
    HELLOFRESH

    In order to inspire our consumers to


    create seafood dishes at home and
    engage in a healthier lifestyle, we have
    partnered with HelloFresh and Emily
    Mariko to create seafood boxes to
    encourage our consumers to replace
    seafood on pizza or pasta night.

    Our partnership will be featured on


    TikTok with Emily Mariko making the
    recipes featured.

    IN-STORE MERCURY
    FISH TESTING

    We will hold pop-up events in Whole


    Foods, as well as local farmer’s markets
    to prove just how healthy eating fish
    can be.

    At these pop-ups, we will test the


    mercury levels in the fish for sale at
    these locations and educate customers
    on the benefits of more eating seafood.

    CONCLUSION

    25
    THANK YOU!

    • BI-COASTAL ADVERTISING AGENCY


    “ I N N O V AT I N G I N D U S T R I E S F R O M C O A S T T O C O A S T ”

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