The Global Seafood Alliance aims to increase seafood consumption with its first consumer marketing campaign

The Global Seafood Alliance has announced the launch of its first consumer marketing campaign to coincide with National Seafood Month in the United States in October. To capitalize on consumers’ shift towards greater seafood consumption and their preference for responsibly sourced fish, the campaign will communicate directly with consumers through social and earned media and engage retailers and foodservice operators to join in the storytelling.

The campaign, dubbed “Healthy Fish, Healthy Planet, Healthy You!”, will focus on GSA’s Best Aquaculture Practices (BAP) certification program, and is designed to increase awareness of the BAP brand and, in ultimately driving sales of responsible products and sourcing. Seafood. In addition to traditional media outreach, social media and influencer engagement, the program will also offer a toolkit with print and digital resources to facilitate the participation of any retailer or foodservice operator that endorses the BAP program.

According to a study conducted by Changing Tastes last year, seafood is the preferred choice of American consumers looking to eat less meat, and eco-labels such as BAP influence the perception of seafood that American consumers buy and brands of supermarkets and restaurants they frequent.

“Our research shows that consumers are trying to eat better, and consumers who know BAP trust BAP,” said GSA CEO Brian Perkins. “There is clearly an opportunity here for retailers and foodservice operators to boost their sales of responsibly produced and sourced seafood by becoming more aligned with the BAP program. We’ve learned that retailers and foodservice operators who commit to sourcing BAP and communicating this fact are also more valued by their customers.

Rolling out in phases starting this summer and culminating with National Seafood Month in the United States in October, the campaign will educate consumers about the strength of the BAP label and how it approaches responsible aquaculture production. The GSA has developed a new collection of BAP marketing assets available to retailers and foodservice operators, including point-of-sale materials and digital content, ranging from graphics to photographs to videos, which can be shared through an endorser’s communication channels, including digital and social media. .

Based on the results of this initial effort, the GSA will look to roll out consumer campaigns in other markets as well as campaigns for its wild seafood certification program, Best Seafood Practices.

For more information on how to participate, visit https://info.globalseafood.org/healthy-you-campaign-lp.

About the Global Seafood Alliance
The Global Seafood Alliance is an international, not-for-profit trade association dedicated to promoting responsible seafood practices through education, advocacy and third-party assurance. Through the development of its Best Aquaculture Practices and Best Seafood Practices certification programs, the GSA has become the leading provider of seafood insurance in the world. The organization’s work spans the full spectrum of responsibilities, from environmental responsibility and social responsibility to food safety. Founded in 1997 as the Global Aquaculture Alliance, the GSA is headquartered in Portsmouth, NH, USA. To learn more, visit www.globalseafood.org.