Inside the Campaign: Gulf Coast Seafood by Zehnder Communications

 

The 4A’s is featuring member-generated campaigns in an effort to allow agencies to showcase their best work. Here, Zehnder Communications shares the inside scoop on work it did for Gulf Coast Seafood.

Client: Gulf Coast Seafood

Agency: Zehnder Communications

Challenge

After the Deepwater Horizon oil spill in 2010, the Gulf Coast seafood industry was challenged to overcome media and consumer misconceptions regarding the quality and safety of its product. The Gulf Coast Marketing Coalition approached Zehnder for our help in spreading awareness and education about their seafood and culture in order to restore the industry and increase Gulf Coast seafood’s reputation as a high-quality, delicious product. As our work with Gulf Coast Seafood evolved, we not only helped the Gulf Coast region regain its reputation as a trusted provider of fresh, flavorful seafood; we also helped develop a community of passionate Gulf Coast “seafoodies” across the region and beyond.

Campaign Goals

  1. Overcome misconceptions about product safety and quality
  2. Educate consumers on seafood species, seasonality and preparation
  3. Reach new consumers and create brand enthusiasts
  4. Showcase the rich culture of the Gulf Coast seafood industry
  5. Create a sense of escapism and establish a positive emotional connection between consumers and the product

Strategy

Our initial campaign research revealed that flavor and quality are two key considerations when consumers purchase seafood, and that consumers associate the vibrant culture and natural environment of the Gulf Coast with the consumption of Gulf Coast seafood. With this information in mind, we designed a strategy that focused on highlighting the tastiness, quality, and cultural importance of Gulf Coast seafood. We referred to the approach as a “merrior,” an adaptation of the word “terrior” which is used to describe how soil, topography, and climate characterize different types of wine. By emphasizing the geography of the ocean (“mer,” in French) as the defining feature of Gulf Coast seafood, we were able to reinforce the Gulf Coast as something truly unique and special within the worldwide seafood industry. Not only did this approach resonate with consumers, but it also picked up a fair amount of positive press!

We created the Gulf Coast Seafood brand from scratch and kicked off the campaign by developing a brand logo that reflected the fresh, fun appeal of both Gulf Coast seafood and the people who enjoy it. Similarly, the brand tagline—“Flavor. Full.”—highlighted the rich taste of Gulf Coast seafood as well as the rich culture of Gulf Coast seafood industry workers and supporters.

We developed a mobile-friendly website for Gulf Coast Seafood, established the brand on major social media channels, and hit the road with the Gulf Coast Seafood team to present the brand at a number of regional and industry events. Armed with flyers, a branded van, and plenty of Gulf Coast Seafood apparel and goodies, we connected with influencers and media members who helped us correct consumer misconceptions.

As our work with Gulf Coast Seafood progressed, campaign efforts focused more on connecting with and engaging Gulf Coast “seafoodies” in order to maximize our impact and establish a base of loyal followers. Through targeted email campaigns, the creation of a recipe database with 100+ dishes, content marketing efforts, and social media giveaways, we expanded and enriched the Gulf Coast Seafood audience.

We made Gulf Coast seafood available on the go by developing a Gulf Coast Seafood mobile app that allowed users to find the product at restaurants and grocery stores located nearby. The app also included recipes, how-to cooking tips, and Gulf Coast seafood species and seasonality information.

The warm, laid-back culture of the Gulf Coast was the backdrop for every project we undertook, and came to the forefront of our creative efforts in a series of videos we produced. The six-part video series, called “The Catch,” highlighted artists, musicians, and chefs who not only embraced Gulf Coast seafood as part of their diet, but also their lifestyle.

Results

During our partnership with Gulf Coast Seafood, we established and built the brand in a meaningful way. As an independent study revealed, consumer perception had changed positively by the time we concluded our work with the brand in 2015.

  1. Increased demand for Gulf Coast Seafood among buyers, retailers, and restaurants, reflecting a positive change in perception of the brand and product
  2. More than 117,000 Facebook Likes and 3,200 Twitter followers
  3. Doubled the amount of website traffic
  4. 6,500+ app downloads
  5. 86 percent of U.S. consumers recommended seafood from the Gulf in 2015

Creative Credits

  • Mike Rainey, Chief Creative Officer
  • Henry Chassaignac, President / Executive Creative Director
  • Jeff Zehnder, Chief Executive Officer
  • Dave Maher, Director of Digital
  • Rob Hudak, Interactive Creative Director
  • Shawn Bailly, Senior Software Engineer
  • Jeremy Stewart, Full Stack Developer 1
  • Allison Stiel, Senior Social Media Supervisor
  • Jennifer Edelman, Social Media Strategist
  • William Gilbert, Associate Creative Director
  • Peter Giuffria, Art Director
  • Georgia Gilmore, Designer
  • Blake Killian, Director of Social Media
  • Shea Duet, Creative Operations & Integrations Manager
  • Robyn Lott, Account Supervisor
  • Kelly Wathen, Senior Account Executive
  • Kate Lundin, Group Media Supervisor
  • Sarah Keiffer, Production Manager
  • Mary Lambkin, Content Manager
  • Shoni Davidson, Digital Production Manager
  • Dan Carlson, Copywriter
  • Ben Clark, Designer
  • Ben Hamilton, Designer
  • Ian Miller, Full Stack Developer 1
  • Molly Holmgren, Integrated Project Manager
  • Tricia Freeman, Social Media Coordinator
  • Will Miller, Social Media Strategist
  • Lon Marchand, Community Manager
  • Sean Cahill, Digital Strategist
  • Ryan Colgin, Interactive Designer
  • Julie Dorman, Senior Copywriter
  • Marianna Barry, Junior Broadcast Producer
  • Logan Ledford, Designer
  • Kyle Watson, Editor
  • Countertake, Production Company
  • Boyte Creative, Production Company