The Aquaculture Stewardship Council (ASC) has expanded its North American marketing campaign under the tagline “Sea Green. Be Green.” as it works to raise awareness and understanding of the ASC label.
The ASC launched its largest public-facing marketing campaign ever in 2022, with the initial tagline “New Way to Seafood.” Mark Lang, who was the U.S. marketing director for ASC at the time, told SeafoodSource the goal of the campaign was to begin bringing the seafood certification organization’s story to the public to both bring greater awareness of the ASC label and awareness of the benefits of aquaculture in general.
That initial run served as a test that ASC iterated on in subsequent years and is now expanding through retail activations, restaurant promotions, media outreach, social/digital engagement, influencer collaborations, high-profile tasting events, and thought leadership activations.
ASC North America Marketing Manager Athena Davis told SeafoodSource during the 2025 Seafood Expo North America – which ran from 16 to 16 May in Boston, Massachusetts, U.S.A. – that those initial campaigns have proven even more successful than it initially hoped.
“We did not expect to be joined by partners and supporters across industries, and we did not expect to be making such significant consumer impact, which we now have evidence of through our latest consumer survey,” Davis said.
Davis said the “proof is in the pudding” with numbers that the organization has been seeing – but that the direct interactions that ASC has had with the general public has also proven to be incredibly rewarding, especially given what it has learned about the base of knowledge most people have about aquaculture.
“No matter what industry you’re in, most people really don’t know as much as you might expect them to know,” Davis said. “I think the interest we’ve had ... and potentially changing perspective and decisions has been incredibly rewarding; that’s also been one of the biggest surprises.”
While launched as a way to build awareness and attention for the ASC label, the campaign has also managed to ...
