ASMI - Alaska Seafood Marketing Institute

Fisheries Revitalization Strategy ReportCanned/Shelf Stable Alaska Salmon ProductsLaunched in April 2005, this $2 million, two-pronged consumercampaign was aligned with the sales efforts of Alaska seafoodsuppliers. It included radio ads, consumer shows, point ofpurchase materials inEnglish and Spanish,demonstrationsin grocery stores, aTV broadcast segmentin Spanish starringa Hispanic celebrityspokesperson, and a consumer sweepstakes with an Alaskacruise as the grand prize. The campaign was geared towardmoving traditional canned salmon, and successfully extended themomentum of the annual spring sales season, while at the sametime carving inroads into the growing Hispanic market in the U.S.Consumer Advertising CampaignFisheries Revitalization Strategy funds, combined with federalfunding obtained from the Alaska Fisheries Marketing Board hasenabled ASMI to field a national advertising campaign in food andlifestyle publications. The magazine ads focus on different speciesseasonally (salmon, canned salmon, black cod, crab, cod & pollock)or highlight previously frozen seafood. The campaign is alignedwith industry marketing efforts. The ads appear in publicationsread by consumers matching the Alaska Seafood demographic, andby many chefs.19