A Brand Strategist, Marketer, Creative Ops, and Gastronomy Journalist
American Seafood Council
A consortium of restaurants and fishing companies
PROBLEM
People aren't eating enough seafood
Role
Strategist & Project Manager
Category
Seafood
Project Timeline
7 days
CHALLENGE
Seafood has a perception issue
SOLUTION
Position seafood as a lifestyle enhancement within the wellness category
BRAND TRUTH
By incorporating seafood into their diets, individuals can unlock its potential and aspire to become the best versions of themselves.
STRATEGY
Seafood is the ultimate ingredient in a successful and meaningful self-care routine. Position seafood as a lifestyle enhancement within the wellness category. To consumers interested in taking a holistic approach to their wellness, Seafood is more than just a meal; those who reap the benefits of the Omega-3 are on their way to being the best version of their selves
CREATIVE PLATFORM
Eat Your Skincare
SITUATION
In the past decade, seafood consumption has plummeted, falling behind other proteins such as poultry or beef, and is the only casual dining restaurant category experiencing negative growth.
CHALLENGES
Fear Factor: The media predominantly highlights the negative effects of seafood, such as mercury levels, overshadowing its positive benefits.
Information Overload: Copious data makes it challenging to identify credible sources, leading to vulnerability in accepting inaccurate or biased information.
Low Awareness: Customers lack knowledge about buying, cooking, and nutritional benefits of seafood, contributing to decreased consumption. High protein diets often prioritize beef and chicken, overlooking seafood as a comparable protein source. Also, there isn't high diversity in the type of seafood consumers purchase and there are stigmas around canned fish.
Cost & Convenience: A limited understanding of seafood leads to the perception of it being time-consuming and expensive, often seen as a luxury item reserved for restaurants.
TARGET
Health-conscious millennials and Gen Z women who prioritize self-care and wellness. This audience spends significantly on skincare products. The millennial category includes new moms who are the main food shoppers in the family and are focused on their children's well-being. Gen Z includes adults entering the workforce and learning to navigate nourishing themselves.
TENSION
There is lack of consumer awareness regarding the valuable benefits of seafood for overall well-being, anti-aging, and skincare.
OPPORTUNITY
After the age of 20, a person produces about 1% less collagen in the skin each year. Millennials and Generation Z prioritize their mental and physical well-being. Seafood, rich in amino acids, offers consumers a holistic approach to wellness, providing physical, mental, and cosmetic benefits. However, many consumers remain unaware of the true value of seafood and its potential to enhance their overall well-being in areas they are already investing in. By incorporating seafood and its Omega-3 benefits into their diets, individuals can aspire to become the best versions of themselves.
Framework Used
Get
Millennial/late Gen Z women food shoppers
To
Incorporate seafood into their eating habits/meal rotations
Who
Are looking to improve their self-care routines and prevent the physical and mental effects of aging
By
(Establishing seafood as a lifestyle enhancement) showing how the benefits of seafood outweigh the risks, making seafood more approachable, and building community.
MEDIA CAMPAIGN
1.
Seafood Transformation Challenge
Dive into the Seafood Transformation Challenge!
Every month, our partnering chef, influencer, or dermatologist/nutritionist unveils a new seasonal seafood recipe.
To kickstart the challenge, our partners will guide you with cooking techniques, an easy 20-minute recipe as a foundation, and share insights on the nutritional benefits of each seafood delicacy.
Join the challenge and share your culinary journey through videos of cooking seafood or showcasing the mouthwatering results.
Tag us and use the hashtag #SeafoodTransformation for a chance to have your recipe featured.
Let the Seafood Transformation Challenge begin!
Sample
Note: Repost, highlight, and celebrate audience's seafood creations.
Sample
2.
Eat Your Skincare
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Unlock the secrets of sardines for radiant skin. Packed with omega-3s, vitamin B12, and calcium, these tiny wonders fight inflammation, nourish collagen synthesis, and hydrate your skin.
Here are Our Pro Tips for Preparing Sardines:
1️⃣ Grilled Delight: Fire up the grill, brush sardines with olive oil, sprinkle some herbs, and grill them to perfection. A smoky and flavorful treat awaits!
2️⃣ Zesty Citrus Ceviche: Marinate fresh sardine fillets in a citrusy blend of lemon or lime juice, add diced veggies, and let the tangy flavors work their magic.
3️⃣ Crispy Pan Fry: Lightly coat sardine fillets in seasoned flour, pan fry until golden and crispy. Enjoy the crispy skin and tender fish inside.
4️⃣ Nourishing Salad: Toss sardines with mixed greens, cherry tomatoes, cucumbers, and a drizzle of olive oil for a refreshing and nutritious salad bursting with flavors.
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Free access to peer-provided recipes in the Digital Cookbook featuring recipes and videos from your favorite food and wellness influencers, Chefs, and Sustainability experts, featuring nutritional advice and meal-prepping tips.
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Giveaway: Subscribe and tag three of your friends once a quarter to win a dining experience with one of our partnering restaurants.
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Influencers (wellness, skincare, self-improvement)
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Ex: @Lahbco (Nasim Lahbichi) - "Multi-cultural, Brooklyn cook in his squash and herbs era"
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Chefs/Restaurants/Supper Club
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Ex: Johnny Spero from Spero DC
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Nonprofits:
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Ex:
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James Beard Foundation
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Chefs 4 Impact
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Marine Stewardship Council
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Local seafood suppliers
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Ex: Early Catch
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Nutritionist
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@foodheaven (Wendy & Jess, RDs) - Dietician BFFs
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Potential Partners
COMMUNITY SUBSCRIPTION
GOOGLE AD CAMPAIGN
Eat Your Skincare: Unleash the Power of Seafood
Ad Group 1: Skincare Benefits of Seafood
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Headline: "Nourish Your Skin from Within with Seafood"
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Description: "Discover the secret to radiant skin! Indulge in nutrient-rich seafood for a natural glow. Packed with essential vitamins and omega-3 fatty acids, seafood promotes healthy skin, fights aging, and boosts your inner beauty."
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Call to Action: "Unlock Your Glow Today!"
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Keywords: skincare benefits, seafood nutrition, omega-3 fatty acids, healthy skin, radiant skin, anti-aging, skin nourishment, beauty from within, skincare diet, seafood nutrients
Ad Group 2: Seafood's Nutritional Powerhouses
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Headline: "Supercharge Your Skin: Unleash Seafood's Nutritional Power"
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Description: "Discover the nutritional superheroes hiding in seafood! Rich in antioxidants, vitamins, and minerals, seafood protects your skin from within. Dive into a world of vibrant flavors and health benefits with our selection of seafood delights."
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Call to Action: "Boost Your Skin's Health!"
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Keywords: seafood nutrition, antioxidants, vitamins for skin, minerals for skin, skin protection, vibrant flavors, health benefits, seafood delights, nutritional powerhouses, skin health boost
Ad Group 3: Seafood and Collagen Replenishment
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Headline: "Revitalize Your Skin: Seafood's Collagen-Boosting Power"
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Description: "Unlock the secret to youthful skin! Discover the collagen-replenishing properties of seafood. Rich in essential nutrients and amino acids, seafood promotes natural collagen production, reducing wrinkles and giving your skin a healthy, firm, and radiant appearance."
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Call to Action: "Replenish Collagen Today!"
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Keywords: seafood collagen, collagen-boosting foods, skin rejuvenation, wrinkle reduction, firm skin, radiant appearance, seafood nutrients, amino acids, collagen production, youthful skin