The Global Shrimp Council (GSC) launched its first global shrimp marketing effort at 2025 Seafood Expo North America (SENA) in Boston, Massachussetts, U.S.A., unveiling its Happy Protein campaign.
The GSC, an independent, pre-competitive non-profit organization for shrimp industry stakeholders, hired Miguel Barcenas, architect of the Avocados from Mexico campaign, to mastermind the design of its new marketing strategy, which brands shrimp as "the Happy Protein." The campaign’s goals are simple and strategic; It unites what customers already know and feel about shrimp – that it is healthy and associated with celebration – into a clear message that can be leveraged by shrimp producers world wide.
“People already know [shrimp] is healthy… People already know that it is easier to digest," GSP Co-Founder Gabriel Luna told SeafoodSource.
Luna and fellow Co-Founder David Castro told SeafoodSource that the campaign also sought to dispel misperceptions about shrimp, which is still associated with luxury despite being increasingly affordable.
“We want to make sure everybody can afford and have happiness,” said Luna. “It’s not going to break you, and the happiness is for everyone.”
Others might love to order a shrimp cocktail when they dine out, but are intimidated by the process of cooking shrimp as an entree for their families. Many still encounter shrimp mostly in restaurants...
