Welcome   Sponsored By
Subscribe | Register | Advertise | Newsletter | About us | Contact us
If you would like to send us an article, contact Margaret Stacey
   


This was the GSA’s first-ever consumer campaign, it was designed to increase awareness of the BAP label and what it means.

Global Seafood Alliance Releases Results of First Consumer Campaign

  (UNITED STATES, 12/14/2022)

The Global Seafood Alliance (GSA) has announced the preliminary results of its first consumer marketing campaign, "Healthy Fish, Healthy Planet, Healthy You!" Conducted in October to coincide with U.S. National Seafood Month, the campaign was designed to build consumer awareness of the Best Aquaculture Practices (BAP) certification program and drive sales of BAP-certified seafood products.

 
GSA's target audience for the campaign was Millennials in the United States, which the research showed was the best audience for seafood from BAP-certified producers. Millennials have major buying power, they are the fastest growing demographic of seafood consumers, and they have the highest recognition of the BAP label.

Campaign tactics included an "Are You AquaCultured?" social media campaign, targeted influencer engagement, the creation of new consumer messaging and a consumer website, and national and regional consumer media outreach.

Public relations efforts resulted in a significant increase in media mentions for BAP, with top stories including a live interview on Good Day Seattle, multiple TV broadcast segments with dietitian Mia Syn, and articles in The Washington Post and Food Tank, among others.

The tactics GSA used for this campaign, which included social media ads, influencer engagement and PR and media outreach, resulted in a total reach of more than 7 billion, and a reach of 1 million on social media alone. The campaign partners and influencers contributed to increasing GSA's overall reach and engagment through social media posts, website messaging and in-store promotions.

Eight retail and foodservice partners signed on for GSA's consumer campaign, including Cub Foods, Giant Eagle, Iberostar Hotels, Hannaford, Lidl, Publix, Secret Island Salmon and WinCo Foods. The partners participated by creating their own content about BAP, posting and sharing BAP content on social media, promoting BAP in stores and on their websites, and working with campaign influencers. Influencers created recipes and posted them on Instagram using BAP seafood purchased from campaign partners.

The "Are You AquaCultured?" social media campaign saw enhanced consumer engagement with many of the top posts including approachable seafood recipes.

 
In advance of Seafood Month, GSA launched a social media campaign using the hashtag #AreYouAquaCultured. The goal of the campaign was to encourage consumers to become more “aquacultured” by sharing content that highlighted the benefits of aquaculture and the BAP program, sharing approachable recipes and facts about the nutritional benefits of seafood.

Using these tactics, GSA saw a 160% increase in media mentions for BAP in 2022 compared to the same time period in 2021.

The media mentions had a total reach of 7.3 billion, and the social media campaign had a reach of 1 million, with more than 170,000 engagements. The influencer posts alone had nearly 340,000 impressions.

 
As a result of the campaign, BAP had the most mediamentions in October 2022 than any other month previously. Looking at the September 15th-November 15th period, there was a 160% increase in media mentions in 2022 compared to 2021. The sentiment of the media stories was also overwhelmingly positive.

 About The GSA

The Global Seafood Alliance advances responsible seafood practices worldwide through education, advocacy and demonstration.

GSA convenes seafood industry leaders, academia and NGOs to collaborate on cross-cutting issues like environmental and social responsibility, animal health and welfare, food safety and more. GSA is a membership-driven organization. Members include certified producers, corporations and individuals.

Source: Global Seafood Alliance

Previous News
 

[email protected]
www.seafood.media


Information of the company:
Address: 85 New Hampshire Avenue, Suite 200
City: Portsmouth
State/ZIP: New Hampshire (NH 03801)
Country: United States
Phone: +1 603-317-5000
E-Mail: [email protected]
Skype: https://www.instagram.com/seafoodalliance/
More about:


Location:



 Print


Click to know how to advertise in FIS
MORE ARTICLES
Nomad Foods Navigates Retail Destocking and Inflation, Reports Q1 2025 Results with Strong Margin Expansion
Tackling FLAG Emissions: A Critical Step Toward Low-Carbon Aquaculture
Smoking success with digital control
Royal Greenland publishes its annual report for 2024
THAIFEX – ANUGA ASIA 2025: Driving Innovation & Global Opportunities in F&B for Asia Pacific
SalMar – Merger with Wilsgård AS and resolution to increase the share capital
Kawasaki Heavy Industries Unveils Sustainable Aquaculture Innovation to Boost Global Food Security
Simplify Feeding Operations with the New Fishtalk 5
Maersk's Logistics Trend Map Identifies Top Ten Disruptors Shaping Global Supply Chains
Supplying healthy and sustainable salmon
VIKING Achieves Record Revenue, Sets New Strategic Goals
TOMI Environmental Solutions Expands into Aquaculture with New Partner, Algafeed
Cooke’s Largest Booth Ever Debuts at SENA 2025
VIV Asia 2025 wraps up: A landmark event showcasing industry excellence and market leadership
Holistic Health and Welfare Strategy Drives Increased Survival Rates at Scottish Sea Farms
Fish Oil Transportation: Flexitanks & ISO Tank Containers - Your Solution Guide
Chinoh.Ai: Revolutionizing Japanese Logistics with Chinese-Sourced IoT Solutions
The Food Industry's Major Technology Week Returns to Bilbao with the New Edition of F4F – Expo Foodtech 2025
Wärtsilä and Elomatic sign licensing and cooperation agreement on Elogrid™ technology
Meeting US Retailers’ and Consumers’ Demands for Sustainable Seafood: The 'Fresh Catch' Opinion
More Articles...

Lenguaje
FEATURED EVENTS
  
TOP STORIES
China's Ocean-Going Squid Price Index in April 2025: Growth Slows Amid Market Adjustments
China Supply-Demand Imbalances and Regional Variations Influence Squid Prices Overall Index Performance In April 2025, China's ocean-going squid price index continued its upward trajectory but at a decele...
The 'Fishing Caste' and its Disinformation Strategies: Analysis from the Seafood Expo Global
Argentina An Argentine fishing sector news outlet initiates an apparent premature smear campaign against the new representative on the Federal Fisheries Council, omitting the complex history of Argentine fishin...
Fernando Álvarez 'Sticks the Sword' to SOMU and Seeks Direct Agreement with his Crew to Reactivate the Fleet
Argentina 'If my people accept the proposal, I will ask them to request freedom of action from SOMU and I will take the boats out.'" The shipowner-businessman challenges the union's positi...
Experts Debunk Myths at Seafood Expo, Defending Fish as 'Complete and Sustainable Food'
Spain ANACEF gathers scientists and communicators in Barcelona to promote an evidence-based narrative, combating unjustified fear of fish. "In 25 years of consulting, I haven't seen a si...
 

Umios Corporation | Maruha Nichiro Corporation
Nichirei Corporation - Headquarters
Pesquera El Golfo S.A.
Ventisqueros - Productos del Mar Ventisqueros S.A
Wärtsilä Corporation - Wartsila Group Headquarters
ITOCHU Corporation - Headquarters
BAADER - Nordischer Maschinenbau Rud. Baader GmbH+Co.KG (Head Office)
Inmarsat plc - Global Headquarters
Marks & Spencer
Tesco PLC (Supermarket) - Headquarters
Sea Harvest Corporation (PTY) Ltd. - Group Headquarters
I&J - Irvin & Johnson Holding Company (Pty) Ltd.
AquaChile S.A. - Group Headquarters
Pesquera San Jose S.A.
Nutreco N.V. - Head Office
CNFC China National Fisheries Corporation - Group Headquarters
W. van der Zwan & Zn. B.V.
SMMI - Sunderland Marine Mutual Insurance Co., Ltd. - Headquarters
Icicle Seafoods, Inc
Starkist Seafood Co. - Headquearters
Trident Seafoods Corp.
American Seafoods Group LLC - Head Office
Marel - Group Headquarters
SalMar ASA - Group Headquarters
Sajo Industries Co., Ltd
Hansung Enterprise Co.,Ltd.
BIM - Irish Sea Fisheries Board (An Bord Iascaigh Mhara)
CEFAS - Centre for Environment, Fisheries & Aquaculture Science
COPEINCA ASA - Corporacion Pesquera Inca S.A.C.
Chun Cheng Fishery Enterprise Pte Ltd.
VASEP - Vietnam Association of Seafood Exporters & Producers
Gomes da Costa
Furuno Electric Co., Ltd. (Headquarters)
NISSUI - Nippon Suisan Kaisha, Ltd. - Group Headquarters
FAO - Food and Agriculture Organization - Fisheries and Aquaculture Department (Headquarter)
Hagoromo Foods Co., Ltd.
Koden Electronics Co., Ltd. (Headquarters)
A.P. Møller - Maersk A/S - Headquarters
BVQI - Bureau Veritas Quality International (Head Office)
UPS - United Parcel Service, Inc. - Headquarters
Brim ehf (formerly HB Grandi Ltd) - Headquarters
Hamburg Süd Group - (Headquearters)
Armadora Pereira S.A. - Grupo Pereira Headquarters
Costa Meeresspezialitäten GmbH & Co. KG
NOAA - National Oceanic and Atmospheric Administration (Headquarters)
Mowi ASA (formerly Marine Harvest ASA) - Headquarters
Marubeni Europe Plc -UK-
Findus Ltd
Icom Inc. (Headquarter)
WWF Centroamerica
Oceana Group Limited
The David and Lucile Packard Foundation
Ajinomoto Co., Inc. - Headquarters
Friosur S.A. - Headquarters
Cargill, Incorporated - Global Headquarters
Benihana Inc.
Leardini Pescados Ltda
CJ Corporation  - Group Headquarters
Greenpeace International - The Netherlands | Headquarters
David Suzuki Foundation
Fisheries and Oceans Canada -Communications Branch-
Mitsui & Co.,Ltd - Headquarters
NOREBO Group (former Ocean Trawlers Group)
Natori Co., Ltd.
Carrefour Supermarket - Headquarters
FedEx Corporation - Headquarters
Cooke Aquaculture Inc. - Group Headquarters
AKBM - Aker BioMarine ASA
Seafood Choices Alliance -Headquarter-
Austevoll Seafood ASA
Walmart | Wal-Mart Stores, Inc. (Supermarket) - Headquarters
New Japan Radio Co.Ltd (JRC) -Head Office-
Gulfstream JSC
Marine Stewardship Council - MSC Worldwide Headquarters
Royal Dutch Shell plc (Headquarter)
Genki Sushi Co.,Ltd -Headquarter-
Iceland Pelagic ehf
AXA Assistance Argentina S.A.
Caterpillar Inc. - Headquarters
Tiger Brands Limited
SeaChoice
National Geographic Society
AmazonFresh, LLC - AmazonFresh

Copyright 1995 - 2025 Seafood Media Group Ltd.| All Rights Reserved.   DISCLAIMER