To promote healthier lifestyles and encourage increased seafood consumption, the Seafood Nutrition Partnership (SNP) is set to unveil its latest public health promotion campaign, “Fall in Love with Seafood.” Scheduled to launch in October during National Seafood Month, the campaign aims to continue throughout 2024, emphasizing the delicious, nutritious, and versatile aspects of seafood for Americans both at home and away.
Research indicates that less than 25% of Americans adhere to the recommended two servings of seafood per week, as outlined by the Dietary Guidelines for Americans, the American Heart Association, and the World Health Organization.
Linda Cornish, President and Founder of Seafood Nutrition Partnership, expressed the campaign’s goal to educate consumers about seafood as a lean protein with everyday health benefits. Over the past decade, SNP and its partners have played a crucial role in promoting a healthier America and raising awareness about the nutritional advantages of seafood. The “Fall in Love with Seafood” campaign will serve as a unifying message for the entire seafood supply chain and complement the efforts of SNP’s partners.
Developed in collaboration with the award-winning agency Milestone Integrated Marketing, the campaign seeks to stand out in the crowded social and digital media landscape. Utilizing bold, mouthwatering imagery and playful headlines, it aims to highlight the diverse and appealing taste of various seafood options.
Sarah Crowley, VP of Marketing and Communications at SNP, mentioned that the campaign’s objective is to enhance consumers’ cravings for seafood and encourage them to “Fall in Love with Seafood.” A soft launch is scheduled for October 2023, coinciding with National Seafood Month, with year-round activations beginning in January 2024. The campaign is expected to involve key market players, including retailers and foodservice partners.
Paul Doremus, SNP Board Chair and Trident Seafoods’ VP for Sustainability Strategy and Policy, highlighted the campaign’s strategic timing, coinciding with the New Year when many Americans make resolutions to adopt healthier eating habits. This national seafood promotion campaign comes at a crucial time, as seafood sales and consumption have declined since the growth observed during the pandemic. “Fall in Love with Seafood” aims to unite the seafood industry in a collaborative effort to boost seafood sales and improve the health of the American population.