Image Transition Campaign

Image Transition Campaign

THE BRIEF:

Expand Alaska Seafood’s image from a health food to a food to fuel fitness, targeting a growth sector of athletes, uber athletes, and sports enthusiasts.

THE APPROACH:

LOTUS created an authentic transition campaign to propel Alaska Seafood into the minds of the fitness minded. 

Coverage and campaigns had previously focused on targeting national health-orientated publications ahead of key healthy eating moments such as January and summer grilling season, in addition to nutrition-focused families with school-aged children. Whilst maintaining this level of exposure, we also ramped up fitness-specific feature content and touch points. 

LOTUS directly communicated to and with a fitness-focused audience to further support editorial, attract a greater share of voice and ensure significant message recall. Alaska Seafood’s “We Are Wild” campaign provided effective outreach to health and fitness segments, with ads such as “Running on Wild” and “Swimming on Wild” targeting different sport sectors and driving home the message that seafood is fuel for fitness.

Our copywriters also expertly drafted collateral and distributed it at several regional sporting events such as the Liverpool 10k and the Royal Parks Half Marathon, taking Alaska Seafood directly to consumers.

Meanwhile, a brand partnership with Young’s and an on pack “free swim” giveaway made Alaska Seafood part of the wider health and fitness, lifestyle conversation.

RESULTS:

  • 100,000+ fitness festival goers exposed to the Alaska brand 
  • 100% organic, earned social engagement
  • 272,737 impressions from cross-platform banner online on Women’s Health
  • 2,000,000 packs of Young’s Omega 3 fish fingers featuring ASMI logo and calling out ‘100% Alaska pollock’ during “Free Swim” campaign