BAP certification public awareness campaign nets big impressions score

A recent marketing campaign from the Global Seafood Alliance (GSA) and retail partners including Publix and Giant Eagle sought to boost consumer awareness and sales of Best Aquaculture Practices (BAP) seafood.

Portsmouth, New Hampshire, U.S.A.-based GSA said in a press release its first consumer marketing campaign, "Healthy Fish, Healthy Planet, Healthy You!” resulted in a 160 percent increase in media mentions for BAP in 2022 compared to the same period in 2021.

The campaign accrued 7.3 billion impressions via its media mentions, and its social media campaign had a reach of 1 million, with more than 170,000 engagements. The influencer posts produced nearly 340,000 impressions.

Conducted in October 2022 to coincide with U.S. National Seafood Month, GSA enlisted the help eight retail and foodservice partners, including Cub Foods, Giant Eagle, Iberostar Hotels, Hannaford, Lidl, Publix, Secret Island Salmon, and WinCo Foods.

The partners created original content about BAP, posting and sharing BAP content on social media, promoting BAP in stores and on their websites, and working with campaign influencers.

The 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, GSA said.

GSA’s public relations efforts resulted in a significant increase in media mentions for BAP, 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, the group said.

Photo courtesy of GSA