During the Louisiana Seafood Summit last week, marketing strategists unveiled an aggressive campaign designed to foster brand loyalty to local seafood.
The three-year strategy, paid for with $30 million from BP, aims to restore Gulf seafood’s reputation, which was wounded by the 2010 oil spill. The campaign will launch television commercials in the first quarter of 2012, as well as print advertisements showing crawfish and blue crabs splashing around in clear water. Billboards will be featured along highways statewide, with portraits of chefs and fishermen encouraging consumers with catchphrases like, “Put the ‘bon’ in ‘bon appetit.’”
“You’re going to see a call to action with everything we do,” said George Graham, CEO of the Graham Group, a Lafayette-based advertising agency spearheading the campaign. “We’re going to encourage consumers to ask for local seafood by name and check the labels.”
In the wake of the Gulf oil spill, the Louisiana Seafood Promotion and Marketing Board is trying to address lingering consumer concerns about seafood from local waters.
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