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 partnerssigned 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.