By Christine Blank, Contributing Editor
Published on Tuesday, January 10, 2017
Chicken of the Sea’s new “#EatMoreSeafood Go Fish! Challenge” is urging consumers to eat more seafood – not just its own products, which include canned tuna and salmon.
The 10-week promotion incentivizes consumers to share their experiences with fresh and packaged seafood. Prizes include USD 100 (EUR 94.69) gift cards and seafood for a year, awarded to three grand prize winners.
Chicken of the Sea is urging Americans to adopt the Dietary Guidelines for Americans 2015-2020, which call for substituting seafood for other forms of proteins for at least two meals (or 8 ounces) per week. Entrants will be rewarded for eating seafood – and sharing their experiences via social media – regardless of brand.
“These latest guidelines confirm what Chicken of the Sea has known for years: Americans just aren’t getting enough seafood,” said Maureen McDonnell, director of marketing for Chicken of the Sea. “Since our goal is to get Americans’ seafood diet to come closer to resembling that of the rest of the world, the program covers all types, varieties and brands of seafood and shellfish.”
“While we’d prefer they reach for the familiar Chicken of the Sea Mermaid, participants eating and sharing any fresh or packaged seafood will be eligible to win one of 13 prizes,” McDonnell added.
Still, the company’s promotion is not completely selfless. Several Chicken of the Sea products, including tuna and salmon in EZ-Open cans and its Flavored Salmon Pouches, will be featured throughout the sweeps.
Seafood fans can enter the sweeps by posting original seafood-related content with the #EatMoreSeafood hashtag on Twitter and Instagram, or by entering on the Chicken of the Sea web site or Facebook page.
“Regardless of the entry method they choose, they are encouraged to offer their own seafood tips, recipes, serving suggestions, stories, nutritional facts, photos, videos or other sources of inspiration,” the company said in a statement.
In addition, Chicken of the Sea will publish numerous “Go Fish” messages on Facebook, Twitter, Instagram and Pinterest. The messages include recipes, nutritional facts, trivia, new products and tips on healthy living and sustainability. Near the end of the sweeps, the supplier will gather some of the best tips, recipes and other content submitted by the public to include in its 52-message deck. The deck will be posted on the Go Fish microsite and will be available for consumers to download when the program ends.