May 30, 2019 — Soon after a U.S. pediatric doctors’ group said that children need to eat more seafood, the Seafood Nutrition Partnership (SNP) delivered some hopeful news for the cause, confirming that its recent marketing campaign targeted at mothers was highly successful.
In partnership with seafood suppliers such as Starkist, Trident, Bumble Bee, and Verlasso, the coupon and digital campaign that ran for eight weeks during Lent generated a 300 percent return on investment, SNP said. The organization’s investment of USD 100,000 (EUR 90,000) produced approximately USD 300,000 (EUR 269,000) in sales growth, SNP President Linda Cornish told SeafoodSource.
Notably, sales of seafood in supermarkets in Indianapolis, Indiana, where the pilot campaign took place, rose 2.4 percent during the promotional period. Frozen finfish soared more than 11 percent, far outperforming national sales growth of less than 3 percent, according to SNP.
“We surveyed local moms and poured over a lot of data to really understand the audience. We found that Indy-area moms like seafood and they want to eat it more, but they didn’t think their families would eat it,” Cornish said.