Clackamas, Oregon, U.S.A.-based seafood supplier Pacific Seafood is engaging its customers this holiday season with its “The 12 Days of Fishmas” campaign.
Initiated on 1 December, the campaign includes a digital advent calendar with activities such as printable folding fish ornaments, and recipes for dishes such as Salmon Wellington and Feast of the Seven Fishes. Consumers can also download a holiday Spotify playlist and a holiday phone and desktop background.
“The idea came from the question, ‘How do we surprise and delight seafood lovers this holiday season?" Pacific Vice President of Marketing and Development Bill Hueffner told SeafoodSource. "We chose some of the most popular and easy-to-cook recipes that people love during this time of the year, along with unexpected twists like a playlist and printable ornaments."
The promotion will be communicated with customers via email, Pacific’s website, and its social media accounts.
Hueffner said the company chose this type of promotion because “we find value in connecting with our consumers beyond the dinner table and developing new ways to bring people together through food.”
“The 12 Days of Fishmas keeps seafood top of mind with shoppers; and by engaging with the content, they are also sharing the message to enjoy delicious seafood this holiday season with their friends and family,” Hueffner added.
Plus, he said, the campaign will resonate with shoppers because “it’s a non-intrusive invitation to enjoy some holiday spirit, especially after being inundated with Black Friday and Cyber Monday promotions.”
Pacific Seafood is also pursuing consumer recognition via its sports marketing partnerships. On 3 December, the company is sponsoring the Pac-12 Football Championship in Las Vegas, Nevada, and it recently sponsored the Maui Invitational, an early-season college basketball tournament.
Pacific has also increased its value-added offerings, via a new facility in San Antonio, Texas.
The company formed a partnership with Amazon to create around 20 value-added seafood items quarterly for its Amazon Go stores.
"We are doing some of that private-label [products] for them, as well as branded Pacific Seafood items,” Hueffner told SeafoodSource in May.
Photo courtesy of Pacific Seafood
