The Global Seafood Alliance (GSA) has released results from its latest marketing campaign, “Choose Seafood with Standards,” conducted to coincide with U.S. National Seafood Month (October). This was the second consumer-facing campaign for GSA focused on building awareness of the Best Aquaculture Practices (BAP) certification program and driving sales of BAP-certified seafood.
Campaign tactics included a social media campaign with targeted influencer engagement, the creation and promotion of new recipes on BAP’s consumer website, and national and regional consumer media outreach. Public relations efforts resulted in consistent media mentions for BAP, including articles in HuffPost, Forbes, Tasting Table and The Daily Meal, a broadcast segment with CBS Austin with dietitian Mia Syn, and multiple posts from food bloggers.
Ten retail and foodservice partners signed on for this campaign, including ALDI, Giant Eagle, Green Chef, H-E-B, Iberostar Hotels, Lidl, Meijer, Secret Island, Wakefern Food Corp. (the supermarket cooperative that includes the ShopRite banner), and WinCo Foods.
Partners participated by working with campaign influencers, collaborating with GSA on PR opportunities, creating their own social content about BAP, posting and sharing BAP content and recipes on social media and promoting BAP on their websites, advertisements, in-store signage and in direct-to-consumer packages. Examples include this herb roasted salmon recipe on Giant Eagle’s website and accompanying video; this Instagram contest with Secret Island; the below page featuring a salmon chowder recipe and the BAP label in Lidl’s monthly magazine, The Dish; and the cheesy baked shrimp dip recipe ShopRite posted on their social media channels (below) that uses BAP-certified Wholesome Pantry shrimp.