Coinciding with US National Seafood Month in October, the Global Seafood Alliance (GSA) has launched its first consumer marketing campaign.
To capitalise on the consumer shift to more seafood consumption and preference for fish that’s responsibly sourced, the campaign will communicate directly with consumers through earned and social media and engage retailers and foodservice operators to join the storytelling.
Called “Healthy Fish, Healthy Planet, Healthy You!” the campaign will focus on GSA’s Best Aquaculture Practices (BAP) certification programme. It is designed to heighten awareness of the BAP brand and, ultimately, drive sales of responsibly produced and sourced seafood.
Along with traditional media outreach, social media and influencer engagement, the programme will also offer a toolkit with print and digital assets to make it easy for any retailer or foodservice operator who endorses the BAP programme to participate.
