Arlington, Virginia, U.S.A.-based nonprofit Seafood Nutrition Partnership (SNP) has announced plans to scale up its successful “Fall In Love With Seafood” campaign in 2025 after the marketing effort saw success in U.S. grocery chains such as H-E-B and Hy-Vee this year.
The aim of expanding the campaign is to continue to drive seafood consumption, as well as secure a “strong return on investment for the suppliers, brands, and retailers supporting the campaign,” SNP said.
For each USD 1.00 (EUR 0.90) invested in the campaign so far this year, retailers have seen gains of USD 4.00 (EUR 3.60) in incremental seafood sales on average, SNP Vice President of Marketing and Communications Sarah Crowley told SeafoodSource.
Due to that success, in 2025, the campaign will expand with the goal of attaining 10 or more retailer partnerships. Existing partners like H-E-B will also be expanding their campaign, launched earlier in 2024, through January 2025.
In the meantime, SNP is partnering with Matthews, North Carolina, U.S.A.-based Harris Teeter and Lakeland, Florida, U.S.A.-based Publix to launch the campaign in September and October 2024, respectively.
At more than 1,375 Publix stores and 270 Harris Teeter stores throughout the U.S. Southeast and Mid-Atlantic regions, eye-catching seafood imagery will aim to showcase the health benefits seafood offers, SNP Founder and President Linda Cornish said.
The retailers will also feature myriad different species and recipe options, according to Cornish.
“We are excited to bring this consumer campaign to market during National Seafood Month,” Publix Seafood Director Guy Pizutti said. “We are proud to highlight seafood and messages that resonate with our customers. Through the collaboration with SNP and our suppliers, we believe we will grow the category and gain valuable learnings for future campaigns.”
Many private-label suppliers are also participating this year, including those who supply the H-E-B Fish Market, Publix GreenWise, and Harris Teeter’s Fisherman’s Market own brands, according to Crowley.
Participating brands and companies for the 2024 campaign include SeaPak, Morey’s, High Liner Foods, Echo Falls, Red Lobster, Bluehouse Salmon, Margaritaville, Zenshi, and the Alaska Seafood Marketing Institute.
“The strategy is to reach current seafood consumers in retail partner markets throughout their day to remind them how delicious, nutritious, and easy to prepare seafood can be,” Crowley said.
The marketing plan spans social and digital media strategies, including paid search efforts, META ads, and recipe integration capabilities, as well as out-of-home techniques, influencer collaboration, in-store flyers, in-store signage, and other promotions.
SNP is also gearing up for its 2024 State of the Science Symposium on 26 September, where scientific experts and others will share the latest research on seafood, reproductive health, and other topics.
Such topics presented at the symposium include a presentation led by Superior Fresh Chief Science Officer Steven Summerfelt providing an overview of recirculating aquaculture systems and raising fish with high omega-3 content.
