Saving Seafood

‘Fall in Love with Seafood’ Campaign Drives Double-Digit Growth at H-E-B

March 12, 2024 — The following was released by Seafood Nutrition Partnership:

Seafood Nutrition Partnership’s ‘Fall in Love with Seafood’ campaign improved seafood sales and
increased demand with consumers at H-E-B’s 420 stores throughout January 2024. SNP partnered
with the Texas-based supermarket chain to target current seafood consumers that saw an increase in
January sales v. the previous 12 weeks. The campaign, supported by nine H-E-B seafood suppliers
and key media influencers like Valentine Thomas, drove a strong return on investment of $4.24 for
each $1 marketing spend.

“By increasing awareness, our campaign has made it easier for shoppers to incorporate more
seafood and omega-3s into their diets and adopt a healthier lifestyle. SNP plays an important role in
convening partners in the seafood industry to remind Americans about including delicious and healthy
seafood into their regular meals, ” said Linda Cornish, SNP Founder and President.

● 20 million views of the Fall in Love with Seafood campaign in the H-E-B trade area during
January 2024

● Double-digit sales growth v. previous 12 weeks for products that participated in the Fall in
Love with Seafood Jan’24 campaign at H-E-B (source: internal H-E-B sales data)

● 18% increase in seafood unit velocity at H-E-B, 2.5x greater than total U.S. seafood velocity
increase. (source: Nielsen Discover 4 Wks Ending 1/27/24)

● $4.24 ROI – for each dollar invested, the Jan’24 campaign returned $4.24 in incremental
seafood sales at H-E-B

● Gain of 6.2 seafood category share points for H-E-B seafood in Jan’24 (Numerator Panel Data,
January 2024)

“If you eat seafood and live in Texas, it would have been hard to miss the Fall in Love with Seafood
campaign as it was seen twenty million times in the H-E-B trade area in January. The creative
featured mouth-watering seafood dishes coupled with engaging, cheeky headlines and ran on social,
digital, and email, throughout the H-E-B website and in-store signage,” added Sarah Crowley, Vice
President of Marketing and Communications at Seafood Nutrition Partnership. “Our primary target
was current seafood consumers ages 35 to 54, but our campaign creative also connected younger
consumers with nearly one-third of campaign engagements from 25 to 34-year-olds.”

The 360-degree, multi-media marketing campaign promoted fresh, frozen, sushi, canned, and tinned
seafood throughout H-E-B stores. The creative showcased multiple species and reinforced seafood’s
nutritional and environmental benefits.

“We are honored to partner with the non-profit Seafood Nutrition Partnership to help Texans get
healthier with seafood. We are happy they responded to the public health campaign by promoting the
wide variety of H-E-B seafood offerings. The Fall in Love with Seafood campaign engages consumers
in a fun way, and it’s a win-win for consumers and partners involved with the campaign,” added Jason
Driskill, Vice President of Seafood at H-E-B.

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About Seafood Nutrition Partnership
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. SNP 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. For more information or to support SNP, visit seafoodnutrition.org.

SNP debuts direct-to-consumer seafood program to boost online grocery sales

February 22, 2024 — The Seafood Nutrition Partnership (SNP) has debuted a new seafood program intended to promote direct-to-consumer (DTC) companies and brands aimed at driving seafood sales and consumption.

As part of its Fall In Love With Seafood marketing campaign, SNP’s new Shipped Direct program will promote DTC companies and brands through web, email, and social platforms and push consumers toward shopping directly through participating companies’ online stores, SNP said in a press release.

Read the full article at SeafoodSource

SNP Unveils New Direct-to-Consumer Seafood Program

February 14, 2024 — The following was released by the Seafood Nutrition Partnership:

Seafood Nutrition Partnership (SNP) has launched a new digital program to help consumers have
greater access to high-quality seafood wherever they live in the country. SNP’s Fall In Love With
Seafood campaign is rolling out to retailers across the country and now to seafood companies that
deliver seafood directly to consumers. The goals of the campaign are to help consumers eat seafood
at least twice a week for improved health and to bring awareness to amazing online seafood
companies. This multi-media initiative aims to promote direct-to-consumer companies and brands
through web, email, and social platforms and drive consumers to shop directly through participating
companies’ online stores.

“90% of Americans are not meeting the Dietary Guidelines recommendation to eat seafood at
least twice a week and missing out on important health benefits. We want to provide
consumers with easy access to seafood wherever they live in the United States,” said Linda
Cornish, SNP founder and president. “Consumers and health influencers often ask us where
to buy high-quality sustainable seafood. We recommend buying from their favorite retailers
and restaurants and now we can share a list of companies that ship seafood directly to them.”
The newly designed page on SNP’s website will showcase seafood companies with product
and page shout-outs with one company highlighted monthly in a featured section. The
selected brand will also have a monthly spotlight in SNP’s consumer and registered dietitian
newsletters, and reach consumers through paid social media posts and targeted Google Ads.
“We want families everywhere to eat high-quality seafood and enjoy easy access to the
healthiest protein on the planet from their favorite physical or online stores. We are happy to
support SNP in launching the FILWS Shipped Direct program,” added Bill Hueffner, vice
president of marketing and development at Pacific Seafood.

Pacific Seafood, Sitka Seafood Market, FultonFishMarket.com, and Bakkafrost are the
seafood companies that support SNP with the launch of this new program. Please contact
Linda Cornish at lcornish@seafoodnutrition.org to join this D2C program.

Denny’s Partners with Seafood Nutrition Partnership on the National ‘Fall In Love With Seafood’ Promotion Campaign

October 12, 2023 — The following was released by Seafood Nutrition Partnership:

Denny’s, the American diner with over 1,400 restaurants in the U.S., is partnering with the
Seafood Nutrition Partnership to promote seafood during National Seafood Month this October.
The collaboration, launched in 2022, encouraged customers to order seafood at Denny’s
restaurants and increased seafood unit sales significantly.

“We are excited to continue our successful relationship with Denny’s to help consumers try a
delicious seafood option during National Seafood Month,” added Linda Cornish, SNP Founder
and President. “The health and nutritional benefits of eating seafood are essential for your brain,
heart, and overall wellness.”

This year, Denny’s is excited to entice consumers to ‘Fall In Love With Seafood,’ Seafood
Nutrition Partnership’s newest consumer campaign.

Denny’s restaurants will feature delicious Wild Alaska Salmon, provided by Trident Seafoods,
grilled to perfection and served with two sides and dinner bread. The limited-time entree can be
ordered for dine-in, pick-up, or delivery via Dennys.com.

“Trident is honored to represent our Alaska fishermen in delivering nutritious, delicious, and
sustainable salmon to Denny’s restaurants,” added Christine Garvey, VP of National Accounts
for Trident Seafoods and SNP Board Emeritus.

Denny’s and SNP will jointly communicate the Fall In Love With Seafood Campaign through
email newsletters, website features, and social media posts throughout October.
For more information on partnering with SNP on the ‘Fall In Love With Seafood Campaign,’
contact Lauren Baum at lbaum@seafoodnutrition.org.

Seafood Nutrition Partnership Debuts “Fall In Love With Seafood” Campaign

October 5, 2023 — The Seafood Nutrition Partnership announced the soft launch of their new “Fall In Love With Seafood” campaign at the Global Seafood Alliance’s Responsible Seafood Summit in Saint John, New Brunswick, Canada, this week.

Linda Cornish, the founder and President of the Seafood Nutrition Partnership, showed off two of the new ads while on stage as part of the “One Industry, One Voice” panel. The campaign is having a soft launch during National Seafood Month this October before being launched in key target markets in January 2024.

The ads are playful, with one featuring some sushi with the phrase “Let’s roll play.” Another shows a shrimp skewer on a grill with the words “Reignite an old flame.”

Read the full article at Seafoodnews.com

Seafood Nutrition Partnership Launches New ‘Fall in Love with Seafood’ National Seafood Promotion Campaign

October 4, 2023 — The following was released by the Seafood Nutrition Partnership:

The Seafood Nutrition Partnership is excited to unveil its new public health promotion campaign
to help Americans live healthier, happier, and smarter by increasing their consumption of
seafood. The ‘Fall in Love with Seafood’ campaign launches in October during National Seafood
Month and continues throughout 2024 reminding consumers how delicious, nutritious, and
versatile seafood is to enjoy at home and away from home.

Less than a quarter of Americans eat seafood 2x per week as recommended by the Dietary
Guidelines for Americans (DGA), The American Heart Association (AHA), and the World Health
Organization (WHO).

“Throughout this campaign, we’ll educate consumers that seafood is a lean protein with health
benefits they can enjoy and count on every day,” says Linda Cornish, Seafood Nutrition
Partnership President and Founder.

For more than a decade, SNP and its partners have inspired a healthier America and raised
awareness about the essential nutritional benefits of seafood. This campaign will serve as a
platform to show that an overarching message can help all points along the seafood supply
chain and complement SNP partners’ campaigns.

The ‘Fall in Love with Seafood’ campaign, developed with award winning agency Milestone
Integrated Marketing, aims to break through social and digital media clutter to showcase the
taste appeal of a wide variety of seafood with bold, mouthwatering imagery and cheeky
headlines.

“Ultimately, we want to increase consumers’ craving for seafood and encourage America to Fall
in Love with Seafood,” adds Sarah Crowley, SNP VP of Marketing and Communications. “The
new campaign resonates with the primary target – 85% of occasional seafood consumers
surveyed agreed the campaign made them want to eat more seafood.”

The campaign soft launches in October 2023 during National Seafood Month and will continue
year-round with key market activations starting in January 2024. Key retailers and foodservice
partners will be announced ahead of the new year.
“Running the pilot campaign right after the new year is ideal timing as so many Americans are
setting New Year’s resolutions to eat healthy and seafood is a key part of a healthy diet,” says
Paul Doremus, SNP Board Chair and Trident Seafoods’ VP for Sustainability Strategy and
Policy.
This national seafood promotion campaign is being introduced at an important time as seafood
sales and consumption have declined since the growth seen during the pandemic. The
‘Fall in Love with Seafood’ campaign will empower the seafood industry to demonstrate a
collaborative, strategic effort to increase seafood sales across the board and improve the health
of Americans.

The ‘Fall in Love with Seafood’ promotion campaign will be supported by digital and social
media, influencer marketing, trade marketing, public relations outreach, and new recipes and
blogs on the SNP website. It will also be activated by SNP supporters and partners via a
campaign toolkit which includes social graphics, videos, recipes, and in-store signage.
Campaign Toolkit: Fall in Love with Seafood Toolkit

About Seafood Nutrition Partnership

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. SNP 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. For more information or to support SNP, visit seafoodnutrition.org.

 

Join Seafood Nutrition Partnership for the 7th Annual State of the Science Symposium in Washington D.C.

August 29, 2023 — The following was released by Seafood Nutrition Partnership:

Theme: Seafood for Healthy People and Planet: Nourishing Our Brains, Restoring Our Oceans
Dr. Tom Brenna and SNP’s Scientific Nutrition Advisory Council invite you to attend the 7th
Annual State of the Science Symposium virtually or in person in Washington D.C. The meeting
will take place Thursday, September 21, 2023, and is the leading forum for global experts
to outline the most up-to-date and trusted science on seafood nutrition and
sustainability. Click here or visit www.seafoodnutrition.org/agenda/ to view the schedule.

Preview the 7th Annual State of the Science Symposium:

● Enjoy delicious gourmet seafood (lunch and happy hour) and hear from renowned
researchers in TED Talk-style formats on the latest science around the brain and mental
health.
● Learn why the Future is Blue with the Blue Food movement and how eating seafood
and a healthy environment are linked.
● Network with peers and attendees including scientists, nutrition policy experts,
registered dietitians, industry leaders, nonprofit leaders, Congressional representatives,
federal agency representatives, and more.
Presenters:

● Dr. Tom Brenna, professor of nutrition and renowned scientist, will discuss prioritizing
nutrition for the brain, affirming national seafood nutrition policy.
● Dr. Susan Carlson, professor of nutrition, will speak on supporting expectant moms and
baby brain development.
● Dr. Ole Mouritsen, professor of gastrophysics and culinary food innovation, will present
“When Blue is Green: Seafood as a Driver in the Green Transition.”
● Ms. Sarah Crowley, vice president of marketing and communications for Seafood
Nutrition Partnership, will showcase a national seafood promotion campaign “Helping
Consumers Fall In Love in Seafood.”
● Dr. Maya Maroto, RDN and former FDA chief of education and outreach branch, will
discuss “How a Food is Medicine/Precision Nutrition Strategy Can Advance Equitable
Approaches for Brain Health and Nutrition Security.”

● Mrs. Lauren Couchois, registered dietitian and culinary specialist of food and nutrition
services, will highlight locally sourced and sustainable food options in K-12 school
cafeterias.
● Ms. Jennifer Bushman, sustainable aquaculture advocate and documentarian, will
preview Fed By Blue’s new docuseries “Hope In the Water.”
● Dr. Michael Crawford, visiting professor in the department of metabolism, digestion,
and reproduction, will present a “Hypothesis on the Mental and Physical Decline of the
Brain.”
Click here to view our full lineup of speakers.

A special thank you to our sponsors for making this program possible:
Presenting Title Sponsor: National Marine Sanctuary Foundation
Gold Sponsors: Alaska Seafood Marketing Institute, Glacier Fish Company, StarKist
Silver Sponsors: Chilean Salmon Marketing Council, the Global Organization for EPA
and DHA Omega-3s (GOED), Pacific Seafood Processors Association

About Seafood Nutrition Partnership
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. SNP 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. For more information or to support SNP, visit seafoodnutrition.org.

Seafood Nutrition Partnership Names Sarah Crowley to Lead National Seafood Campaign Initiative

March 7, 2023 — The following was released by Seafood Nutrition Partnership:

Seafood Nutrition Partnership (SNP) is pleased to announce that Sarah Crowley has joined the organization as Vice President of Marketing and Communications. Sarah is an experienced marketing professional who began her career at Hill, Holliday advertising agency and went on to lead marketing teams at major national brands including Fidelity Investments, Staples, specialty meats company Kayem Foods and responsible grass fed beef company Verde Farms. SNP is very excited to tap into her retail and brand marketing experience to drive SNP’s mission to communicate the public health benefits of seafood and to encourage US consumers to eat seafood at least two times a week per the U.S. Dietary Guidelines. Sarah will spearhead the national seafood promotion campaign initiative in collaboration and input from the NSC Task Force and SNP stakeholders.

“We are honored to have Sarah Crowley on the SNP team,” said Linda Cornish, president and founder of Seafood Nutrition Partnership. “We look forward to Sarah’s leadership as she leverages her immense marketing expertise to support our next decade of impact.”
“I am extremely impressed with seafood’s amazing story and look forward to sharing the public health benefits of seafood with consumers on a larger scale with SNP stakeholders,” said Sarah Crowley, vice president of marketing and communications at Seafood Nutrition Partnership.
“SNP’s mission is simple: to help Americans get healthier. The science around the health benefits of eating seafood is compelling and Sarah will help share that strong narrative,” added Paul Doremus, chair of SNP’s board of directors and vice president for policy and sustainability strategy at Trident Seafoods.
Sarah grew up in the Boston Area, graduated from Boston College and lives in Brookline. Sarah has one son Marcus who is a musician and sound engineer in New York City. Outside of work Sarah loves the outdoors (especially the beach), is a movie buff, Red Sox and Patriots fan and loves to travel.

Two New Members of Seafood Nutrition Partnership’s Renowned Scientific Nutrition Advisory Council Bring Unique Expertise in Key Research Areas

March 28, 2022 —The following was released by the Seafood Nutrition Partnership:

The Seafood Nutrition Partnership (SNP) welcomes Martin-Paul Agbaga, PhD and Maya Maroto, EdD, MPH, RDN as the newest members of its Scientific Nutrition Advisory Council (SNAC). The 16-member Science Council, formed in 2013, is composed of the world’s leading researchers united passionately around seafood as critical for the health of all Americans. Agbaga is a leading researcher in the role of omega-3 fatty acids in maintaining retinal structure and function. Maroto brings a strong nutrition education and public policy background with dedication to providing equitable access to nutritious food.

“We’re excited to have Dr. Agbaga and Dr. Maroto join the Science Council, bringing thought leadership and experience in eye health, food equity and nutrition policy to the team,” said Tom Brenna, PhD, chair of the SNP SNAC and a leading omega-3 researcher. “The strong seafood science produced by the SNAC is a foundation on which the uniquely healthy aspects of the seafood story can be built.”