July 31, 2023

Global Seafood Alliance to launch consumer campaign to mark US National Seafood Month

To celebrate US National Seafood Month in October, the Global Seafood Alliance will launch a new consumer education campaign, "Choose Seafood with Standards," focused on increasing consumer awareness of GSA's Best Aquaculture Practices (BAP) certification programme.

Designed to build on the momentum created during GSA's first consumer education campaign last year, this year's effort will educate consumers using earned and social media through GSA channels and via participation by key retailers and foodservice operators.

Raising awareness of the BAP brand and driving sales of responsibly produced and sourced seafood are the campaign's primary goals. The campaign theme and messaging, "Choose Seafood with Standards – Shape Your Future, Shape the Future," highlights how choosing seafood from BAP-certified producers can make a positive contribution to human health and the health and wellbeing of the fish, workers and the environment.

BAP's "Choose Seafood With Standards" toolkit contains messaging, point of sale materials, social media posts and more.

GSA also invites retailers, foodservice operators and direct marketers to join in the campaign.

Interested partners can sign up and download a promotion toolkit with print and digital assets to make it easy to share in-store and through their digital channels about BAP certification and why "Choosing Seafood with Standards" is the right thing for their operations, their customers and the planet. Campaign activation will also include public relations outreach, social media, influencer engagement, new recipes and updates to the new BAP consumer website.

The campaign caps a year of consumer education activities under the banner "Sustained by Seafood" that included a campaign focused on the health benefits of seafood in March and another focused on BAP-certified producers in June.

"We learned from research conducted by Changing Tastes that consumers who know the BAP label have a high level of trust in what it stands for," said Elise Avallon, GSA's manager of certification marketing. "And the results of our first consumer campaign last year showed that by working with our retail and foodservice partners, we can amplify the positive messages about seafood from BAP-certified producers in a significant way."

- GSA