Supermarket Perimeter - November 2024 - 50

Seafood
Promotions
By Andy Nelson
WITH SEAFOOD PRICES FINALLY COMING DOWN from their
pandemic and post-pandemic highs, now is the perfect time to promote.
And when it comes to seafood, few messages resonate better than
those touting the category's health benefits.
In fact, the Seafood Nutrition Partnership's Fall in Love with Seafood
campaign has been so successful, the non-profit has expanded it
beyond its initial focus on the first half of 2024 and will continue to
grow it in 2025 and 2026.
Following successful efforts at H-E-B, Hy-Vee, and Weis Markets
during the first half of the year, Seafood Nutrition Partnership partnered
with Harris Teeter and Publix to launch the Fall in Love with Seafood
campaign in their markets in September and October.
The expanded effort is featured in more than 1,375 Publix stores and
270 Harris Teeter locations throughout the southeastern and midAtlantic
regions. The campaign aligns with the partnership's mission
to encourage Americans to eat seafood twice a week to live happier,
healthier, and smarter lives.
" The eye-catching imagery compels
consumers to 'Fall in Love with Seafood'
and to take advantage of the health
A new
marketing
campaign aims to
deliver messages
that resonate
with seafood
consumers.
benefits seafood offers along with a myriad of delicious species and
recipe options, " said Linda Cornish, founder and president of Seafood
Nutrition Partnership.
The aim of the campaign, she said, is to continue to drive seafood
consumption as well as strong return-on-investment for the suppliers,
brands, and retailers supporting the campaign. To date, the promotion
has returned an average of $4 for every $1 invested in marketing.
" The strategy is to reach current seafood consumers in retail
partner markets throughout their day to remind them how delicious,
nutritious, and easy-to-prepare seafood can be. The plan spans social
and digital media including paid search, META ads, programmatic, and
recipe integration as well as out-of-home, influencer, in-store flyers,
in-store signage, and promotions, " said Sarah Crowley, the group's vice
president of marketing and communications.
" We are excited to bring this consumer campaign to market during
National Seafood Month, " said Guy Pizzuti, seafood director at Publix.
" We are proud to highlight seafood and messages that resonate with
our customers. Through the collaboration with SNP and our suppliers,
we believe we will grow the category and gain valuable learnings for
future campaigns. "
The campaign will continue with
seafood suppliers and retail partners
nationwide throughout 2025 and
2026, according to the non-profit.
H-E-B will repeat and expand
their successful 2024 campaign in
January 2025 as well as planned
Q1 efforts at Stop & Shop and
Harris Teeter.
Seafood Nutrition Partnership
(SNP) is the leading 501(c)(3)
nonprofit organization in the U.S.
that builds awareness of the health
and nutritional benefits of seafood.
The group addresses the
country's public health crisis
through education programs that
inspire Americans to incorporate
more seafood and omega-3s into
their diets for improved health per
the USDA Dietary Guidelines.
50 - NOVEMBER 2024
supermarketperimeter.com
Seafood Nutrition Partnership
https://www.seafoodnutrition.org/profile/linda-cornish/ http://seafoodnutrition.org/ https://www.seafoodnutrition.org/profile/sarahcrowley/ http://www.supermarketperimeter.com
Supermarket Perimeter - November 2024

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