10 • URNER BARRY'S REPORTER / VOL. 19, NO. 1 / WINTER 2024
The seafood industry is witnessing a revolution in marketing
strategies aimed at expanding its reach while broadening
the palate of the consumer. From packaging innovations
to celebrity endorsements, these efforts are successfully
making seafood a more attractive choice for consumers.
Thinking outside the fish bowl…
Innovative marketing strategies
in the seafood industry
Premier Catch partnering with WNBA and NWSL athletes
With an impressive lineup, athletes from both the WNBA and NWSL-including Alysha
Clark (WNBA), Layshia Clarendon (WNBA), Breanna Stewart (WNBA), Olivia Moultrie
(NWSL) and Jess Fishlock (NWSL) -showcase how sports and nutrition can synergistically
work together to promote healthier eating choices. The athletes' involvement may
also help in breaking down barriers or misconceptions about seafood, making it more
accessible and appealing to a wider range of consumers. It's a strategic move by seafood
e-commerce platform Premier Catch, highlighting the importance of innovative marketing
approaches in the competitive food industry.
INFLUENCER MARKETING CAMPAIGNS
The seafood industry is tapping into the power of influencer marketing to reach new
audiences. By partnering with celebrity chefs, professional athletes, and lifestyle
influencers, brands are showcasing the versatility and health benefits of seafood through
authentic, relatable content. These collaborations often result in creative recipes and
cooking tips, making seafood more approachable to consumers who might otherwise
be intimidated by cooking fish. Influencer campaigns are particularly effective on social
media platforms, where visual appeal and personal testimonials can significantly influence
consumer preferences and behaviors.
Genuine Alaska Pollock Producers (GAPP) partnering with celebrity Chef Antonia
Lofaso, athlete AJ Pollock
Lofaso is also a key figure in GAPP's "Always On" social media campaign in the U.S.
creating engaging and educational content about wild Alaska pollock. Lofaso expressed
enthusiasm for continuing her partnership with GAPP, citing Wild Alaska Pollock as a
versatile and nutritious ingredient ideal for family meals.
Leveraging AJ Pollock's extensive fanbase and media presence within the MLB, the
partnership is logical and strategic, considering AJ Pollock's namesake connection with
the fish and his ability to engage a wide audience emphasizing the connection between
his personal values, the values of the industry, and the appeal of wild Alaska pollock.
SKIN PACKS FOR ENHANCED PRODUCT DISPLAY
Innovative packaging like skin packs is being increasingly used to enhance the visual
appeal of seafood products. These vacuum-sealed packages not only maintain product
freshness, but also provide clear, eye-catching displays that boost impulse purchases Pacific Seafood's product display at Seafood
Expo North America 2023 as photographed by
Urner Barry.