The Context
Over the past decade, seafood consumption in the U.S. has significantly decreased, trailing behind beef and poultry. Miami Ad School students were asking to develop a strategy that could stimulate aimed at reconnecting Americans with seafood, integrating it into their daily diets as a staple rather than a luxury or intimidating option.
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Stimulate interest and preference in seafood to sustain growth in a dwindling product category.
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Americans are lacking key motivators to regularly incorporate seafood into their diets despite known health benefits.
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Individuals residing in the US aged 35-44 who enjoy seafood but rarely purchase it as an "at home ingredient".
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We are what we eat. People choose foods that align with their sense of identity.
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Position seafood as a cornerstone of American identity and culinary heritage that resonates with the American market through the use of impactful creative.
The 4c’s
Company
The initiative known as America’s Seafood Campaign is driven by the National Seafood Council Task Force, a coalition of seafood companies representing various sizes and stages of the supply chain. some household names include Trident Seafoods, Sysco and Starkist. Their collective effort focuses on securing federal funding for a National Seafood Council to conduct the most comprehensive national seafood marketing campaign in the industry’s history.
Category
The global population is projected to reach 10 billion by 2050, posing significant challenges for sustainable food systems (Tilman & Clark, 2014; United Nations, 2015). Meeting this demand requires a 70% increase in food production (Cole et al., 2018). Ensuring socially, economically, and environmentally sustainable food production, distribution, and consumption is critical (FAO, 2018). The United Nations' 2030 Agenda for Sustainable Development addresses these challenges through 17 interconnected Sustainable Development Goals (SDGs). Key SDGs include SDG2 (end hunger), SDG12 (responsible consumption and production), and SDG14 (life below water), focusing on food access, sustainable consumption, and marine conservation. The UN has designated 2020–2030 as the 'Decade of Action' to achieve these goals. America’s Seafood Campaign is the largest scale ad campaign initiative of it’s type, but the category is motivated by the urgency and importance of the cause.
Consumer
Our target consumer is not accustomed to seafood in the home. To them, seafood has often been considered a food for special occasions, typically consumed at restaurants or prepared by someone else. Our consumer is used to staying within their comfort zone in the kitchen, but is also looking for healthy meal options when it comes to feeding themselves and their families.
Culture
In the United States, seafood consumption is often reserved for special occasions or enjoyed predominantly at restaurants, where approximately 39% of total intake by weight occurs. This trend is influenced by factors such as convenience, the diverse range of preparation styles available at eateries, the social aspect of dining out, and the perception of higher quality or freshness when dining in a restaurant setting. For adults aged 35-55 and their families, dining out offers an opportunity to explore a variety of cuisines and seafood options that may not be regularly prepared at home. Additionally, the increasing recognition of aquaculture as a sustainable practice has spurred a cultural shift towards integrating more seafood into diets. Despite seafood's popularity in international cuisine, many Americans may not have grown up with frequent exposure to it, contributing to some aversion or unfamiliarity with certain types of seafood products.
Grow your audience.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
The Idea
As American as Apple Pie. We’ve heard it before. How about as American as Shrimp and Grits? As Clam Chowder? Crab Cakes? Cajun Broil? The list goes on and on and the truth is, seafood tells the story of American heritage much more vividly than our favorite German derived pastry.
The campaign is designed to forge a sense familiarity and identity between Americans and the product category.
Reasons to Believe
Whatever it is, the way you tell your story online can make all the difference.
Food Item – $10
Whatever it is, the way you tell your story online can make all the difference.
Food Item – $10
Whatever it is, the way you tell your story online can make all the difference.
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