Eat Seafood in America! a marketing campaign pilot reports a return on investment of 800%
The Eat Seafood America! The marketing campaign, launched by the Seafood Nutrition Partnership and the Seafood4Health Coalition in 2020, achieved an 800 percent return on investment, according to SNP.
The campaign, which was launched as a rapid response to the COVID-19 public health crisis with the dual purpose of helping Americans stay healthy and boosting the U.S. seafood industry, has already started. found to have increased consumption of seafood in the United States. The campaign reached four million households and “outperforming benchmark campaigns,” with every dollar spent on advertising leading to a $ 9.00 (EUR 7.95) increase in seafood purchases, according to SNP.
“Showing how marketing seafood with its ‘healthy halo’ can be effective and traceable, the digital pilot campaign increased seafood sales and consumers reported increased consumption and intention to cook. more seafood by three, “SNP said in a press release.
ESA! The initiative generated more than 1.6 billion impressions, in part thanks to the Seafood4Health Action Coalition, a group of more than 50 nonprofits and government organizations brought together by SNP, which jointly created the campaign messages. and who has worked to share them online, resulting in over 3,500 posts on various social media platforms. Additionally, grocery chains HEB and Raley’s have extended the campaign to their stores, which has resulted in increased seafood purchases, SNP reported.
The campaign message was based on the results of a survey of more than 10,000 U.S. consumers who studied the impact of COVID-19, the economy, and other factors on their purchasing decisions and of food consumption. Following the results, the campaign focused on making it easier to buy and cook seafood, and the health benefits of eating seafood.
“By understanding where consumers look for inspiration for meals, how and where they shop, and what education is needed to empower them to eat more seafood, we can develop the right materials and target them on the right platforms, ”SNP communications director Andrea Albersheim said. “One example is the sharp increase in the number of people looking for meal inspiration on YouTube, where SNP videos have generated more than four million impressions. In surveys, consumers who say they have seen the ESA! posts are two to three times more likely to have increased their seafood intake recently.
SNP said the campaign could “provide the building blocks” for a national seafood marketing campaign, an effort that is gaining momentum with the creation of the National Seafood Council task force and its commitment to to tackle “the most comprehensive, consumer-oriented seafood marketing campaign in our country’s history. Task Force seeks $ 25 million (22.1 million) in annual federal funding for at least five consecutive years for the campaign.
“The Eat Seafood America! The consumer campaign is a fantastic example of how using a generic seafood campaign template with a public health focus can deliver tangible and traceable results, ”said Linda Lai Cornish, President of Seafood Nutrition Partnership. “Imagine the positive impacts on the health and well-being of more Americans if we can expand this campaign. “
SNP provides advice and input to the NSC Working Group, which is made up of industry leaders and advisers, including offering advice on fundraising and creating an effective governance structure for National Seafood Council (NSC).
“As the organizing entity behind the development of a National Seafood Council, SNP will strive to provide stakeholders in the seafood supply chain with periodic opportunities to be educated. , informed and comment on the ongoing work of the NSC working group. SNP intends that this transparent and deliberative process will help unify the diversity of the seafood industry around the generic concept of seafood marketing focused on the public health benefits of seafood. SNP said in a separate press release. “The purpose of this process is to educate and help galvanize the seafood community around the concept of marketing seafood as a category, which will increase the chances of securing the necessary federal funding for the seafood industry. launch of a National Seafood Council to lead a national seafood campaign. ”
On December 15, 2021, the NSC working group released its initial findings report, following a meeting in September 2021, and is now seeking industry input into the proposed plan contained in the report, with the goal of building consensus around the effort to create the national campaign. Representatives of the U.S. seafood industry can contact the campaign manager, Matt McAlvanah, at [email protected], to provide an entry.
“The members of the National Seafood Council working group see this unique moment in time for the seafood industry to develop the seafood category and we look forward to working together in 2022 to create a wave. support with industry to lend their voice to secure federal funding for a national seafood marketing campaign, ”said Judson Reis, former president and CEO of Gorton’s Seafood and founding president of SNP. “Now more than ever, federal policymakers, seafood stakeholders and environmental nonprofits have a common interest in telling a more powerful story about the human and planetary benefits of increased consumption of seafood. If Americans simply increased their annual consumption of sustainable seafood from 19 pounds to 26 pounds per capita, per health recommendations, we could dramatically improve public health, promote a healthier planet, and create more health. new economic opportunities throughout the seafood supply chain. ”
Momentum for a National Seafood Council has been building since the first meeting on the subject in 2019. Other national food products have a version of an industry-wide marketing board that promotes domestic consumption. – and the seafood industry also had a marketing board, but it was dissolved almost 30 years ago.
Photo courtesy of Seafood Nutrition Partnership
