Results from GSA's First Consumer Campaign
GSA conducted its first consumer-facing campaign in October 2022 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.
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. Eight retail and foodservice partners signed on for GSA’s consumer campaign, including Cub, Giant Eagle, Iberostar Hotels, Hannaford, Lidl, Publix, Secret Island Salmon, and WinCo Foods.
Reach of media mentions
Reach on social media
BAP media mentions during promotional period
Influencer post impressions