New consumer-facing website, a key component of the Global Seafood Alliance’s (GSA) first-ever consumer marketing campaign, was unveiled on July 14. The site offers information on the BAP certification program, an introduction to aquaculture, seafood recipes, and information on the positive effect of seafood on health and well-being. The site also offers links to a “how to find” page with direct links to BAP’s retail and restaurant partners.
To capitalize on consumers’ desire to eat more seafood and their preference for responsibly sourced fish, the GSA launched the campaign in mid-April. It will coincide with US National Seafood Month in October. Called “Healthy fish, healthy planet, healthy you!” the campaign is designed to increase awareness of the BAP brand and ultimately drive sales of responsibly produced and sourced seafood.
To do this, the GSA is developing new relationships with mainstream media and national and regional influencers to raise awareness of the BAP certification. The program will include information and education for the media on responsible aquaculture production, the need for aquaculture in a growing world and how certification can be the key to responsible purchasing.
Additionally, to engage consumers in a fun and exciting way, the GSA will launch a social media campaign titled “Are You AquaCultured?” The campaign will encourage consumers to learn about farmed seafood and become “aquafarmed” in the process.
“Seafood producers and buyers have long known about the benefits of BAP, and now is the time to share those benefits with consumers so they can understand, appreciate and enjoy farmed seafood produced in a accountable,” said GSA CEO Brian Perkins. “Our research has shown that the more consumers know about responsibly farmed seafood, the more they trust the BAP label and the retailers and restaurants that endorse it.”
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, Seafood Best Practices.