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In its first year, ASC’s North American campaign featured a multi-city tour, record partnerships and millions reached on behalf of certified seafood


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The Aquaculture Stewardship Council (ASC) has capped off the first year of its unprecedented marketing campaign in North America, celebrating responsibly farmed seafood alongside more than 50 industry partners through a variety of events at person and online activations reaching millions of consumers.

As revealed last March at Seafood Expo North America (SENA) in Boston, ASC launched an ongoing marketing campaign in North America, the largest promotional investment in ASC history, with the goal of engaging consumers in the benefits of certified seafood while showing the difference and value behind ASC certification. .

“Aquaculture is growing in awareness and demand in North America, and certified seafood is meeting that demand in an environmentally and socially responsible manner. But not all farmed seafood certifications are created equal,” said Dr. Mark Lang, ASC USA senior marketer. “To stand out and differentiate ourselves, we spent our first year delving into key local markets while collaborating with dozens of certified seafood producers, brands, distributors and advocates to share this important message with shoppers. The 2022 results exceeded our expectations and set us up to expand the campaign in 2023 and beyond.”

ASC’s 2022 North American Campaign Launch Featured:

Local Market Tour

From spring through fall, ASC was immersed in the Miami, Minneapolis, and Philadelphia food scenes, hosting a variety of activities spanning food festivals, restaurants, and grocery stores. By serving ASC-certified seafood together, the organization and partners were able to raise awareness of ASC’s sea-green label with local and national audiences through:

  • Partnership with Pescanova on a Miami-themed activity station for 3,000 visitors at the country’s premier crustacean celebration, the South Beach Seafood Festival.
  • Hosting 30 of Philadelphia’s top food writers and influencers for an intimate Skuna Bay Salmon dinner prepared by James Beard-nominated writer and chef, Kiki Aranita.
  • Collaborate with Fortune Fish & Gourmet and Coastal Seafoods retailers at the Twin Cities GrillFest in May, then return in the fall to highlight ASC-certified Aqquua grouper, Del Pacifico shrimp and Verlasso salmon.
  • Hosting the “Certified Seafood Experience” with Miami’s beloved sustainability-driven sushi chain, Sushi Maki, promoting responsible aquaculture and ASC-certified seafood at their Whole Foods sushi stations and high-visibility restaurants throughout Miami .

Social and Digital Promotions

Throughout the year, ASC reached consumers online more than 5 million times with new social media accounts and a North American consumer-focused website. Digital programs included:

  • Collaborate with ASC-certified brands like PrimeWaters Seafood for healthy cooking demos and Freshé gourmet canned seafood meals in product giveaways.
  • Reach 500,000 by collaborating with Instagram food influencers to develop their own ASC Certified recipes and photos using ASC Certified Salmon from Mowi.
  • A robust thought leadership blog and podcast featuring interviews with producers and distributors.
  • Search and digital ads that educate target consumers about ASC’s sea green label.

media reach

ASC’s local, regional and national outreach garnered over 2,500 story placements reaching consumers millions of times with activities including:

  • What’s hot for food trends in 2023? ASC, of ​​course. Yahoo News highlighted ASC-certified seafood by forecasting what chefs will serve in restaurants and home cooks will buy in grocery stores in the coming year with their article “These are the food trends you’ll see everywhere in 2023.”.”
  • A live virtual media tour spanning the Western Hemisphere in collaboration with Seafood Nutrition and Sustainable Shrimp Partnerships. The September event for national food editors and reporters featured ASC-certified shrimp farmers live from Ecuador to chef Barton Seaver’s Maine kitchen for a certified shrimp cookout.
  • Partnering with Riverence Provisions for an ASC Certified Rainbow Trout ad that reaches the minds and mouths of the major national food media outlets.

Expansion in 2023

ASC plans to continue its campaign with new and larger activations in Portland, Oregon, Southern California, Washington, DC, and nationwide. The North American marketing team will unveil its 2023 theme and a variety of new partnerships at SENA 2023 this March.

About the Aquaculture Stewardship Council

Since 2010, ASC has been creating and enforcing the world’s most stringent standards in the industry for:

  • Ensure the integrity of the supply chain from farm to store.
  • Provide the fullest transparency through public disclosure.
  • Protect the environment, workers and communities.

The ASC Sea Green Label only appears on seafood from farms that have been independently assessed and certified as environmentally and socially responsible. The ASC Certified Sea Green label is the best way to ensure that the seafood you are buying is what it claims to be. For more information, visit us.asc-aqua.org/.