American Seafood Council.
Background - Seafood consumption in the U.S. has declined over the past decade, trailing proteins like poultry and beef, with casual dining seafood seeing negative growth.
Ask - Encourage people to eat more Seafood.
Potential Barrier - Uncertainty many people have when it comes to cooking seafood at home.“I don't know what to do with it when I'm home.”
Just 29% of customers feel very knowledgeable about how to buy seafood. seafoodsource.com
Only 28% said they felt confident in how to cook, prepare, or flavor seafood. seafoodsource.com
39% of seafood customers seek advice from the seafood counter for meal ideas, indicating growing interest in home seafood preparation. fmi.org
How Can We Remove This Barrier?
Attracted by health, taste, and a premium feel, consumers face barriers in ease and versatility for everyday use. Brands can simplify and offer flavorful, ready or DIY options to blend taste with convenience.
https://www.store.mintel.com/report/us-fish-and-shellfish-market-report
Audience Insight -
When people think about dinner at home, they want simplicity, not complexity.
When buying seafood, we need to show how easy and delicious it can be to prepare.
It’s about helping consumers feel confident in cooking a great meal without the hassle.
By simplifying the process, we provide a straightforward, tasty meal solution that meets the desire for a quick, high-quality meals.
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By putting it in perspective. If they can handle the daily demands of life, then cooking seafood is a breeze.
While there are many barriers to eating seafood—availability, concerns about texture, smell, or even allergies—not all of these can be addressed through a campaign. We can’t expect to change the minds of those who are allergic or fundamentally averse to seafood. However, we can reach those who enjoy seafood but hesitate to cook it, fearing they’ll mess it up. Many people believe seafood is only for restaurants or chefs, seeing it as a gourmet dish that’s tricky to handle.
Yet, after a long day, convenience is key, and seafood is actually one of the simplest, most versatile proteins to cook. It’s quick, healthy, and requires minimal prep.
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Buyer Persona: The Convenience-Seeking Cook
Emily, The Busy Professional
Demographics:
Age: 32-45
Occupation: Full-time professional (Sales personnel, lawyer, or consultant)
Location: Urban or suburban areas, often in fast-paced environments
Income: Middle to upper-middle class
Family: Single or married with young children, possibly with a partner who also works full-time
Psychographics:
Values: Time, efficiency, and quality. Emily values products that help her save time without sacrificing the taste or nutritional value of her meals.
Personality: Practical, organized, and goal-oriented. She tends to be multitasking and values convenience in all aspects of her life, including food.
Challenges: Balancing work, social life, and family responsibilities. She often feels rushed during meal prep and wants quick, healthy, and satisfying options without the hassle of complicated cooking steps.
Goals: Emily aims to eat healthily, feel energized, and enjoy a satisfying meal, but she doesn't want to spend hours in the kitchen. She desires easy-to-prepare meals that feel like a treat without the complexity.
Pain Points:
Limited time for cooking due to busy work schedule
Frustration with lengthy recipes or complicated ingredients
Wants meals that are quick, but still feel fresh and healthy
Needs minimal prep and cleanup
Skeptical of processed or unhealthy convenience foods
Problem - Many people perceive cooking seafood as complicated, believing it requires multiple steps and techniques.
Insight - We tackle complex tasks with confidence, yet often feel daunted by the simplest ones.
Advantage - Seafood is a fast, convenient, and versatile protein that’s often quick to prepare.
Strategy - If you can do Adulting, you can do Seafood.
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People love experimenting with flavors, tossing spices around without a second thought, but when seafood is on the menu, suddenly it’s like, “What do I do with this fish?”
It can feel intimidating, like only pro chefs know how to handle it. But here’s the truth: it’s just Seafood. No secrets, no complicated recipes, no long lists of steps.You’re already winning at life by adulting -managing office calls , paying bills, surviving IKEA assembly, folding fitted sheets, even nailing your dating bio. You can handle a 20-step tax form and troubleshoot a Wi-Fi outage.If you can do all that, then cooking seafood is a breeze.
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Seafood is not a mystery. Whether you fry it, grill it, bake it, or chill it, it’s simple. Fish come in all shapes and sizes, ready to be enjoyed. So stop overthinking it—just cook and enjoy!
Campaign ideas -
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Campaign ideas - *
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Concept: Create a video series showing people tackling common adulting tasks (e.g., assembling IKEA furniture, filing taxes, scheduling appointments) and then seamlessly transitioning to cooking a quick seafood meal.
Execution:
Each video opens with a relatable “adulting” scenario, then cuts to them easily preparing seafood with minimal steps.
Quick recipe cards and tutorials at the end of each video make it easy to replicate the dishes.
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Concept: Showcase seafood dishes for different lifestyles (e.g., busy professionals, parents, fitness enthusiasts) to emphasize its adaptability and convenience.
Execution:
Digital and print ads showing different lifestyles with easy seafood recipes tailored to each. For example, a fitness enthusiast might make a protein-packed shrimp bowl, while a parent prepares fish tacos in minutes.
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Concept: Launch a campaign challenging consumers to cook a seafood dish in under 15 minutes, showing that seafood can be even faster than takeout.
Execution:
Partner with influencers to take on the “15-Minute Seafood Challenge,” with live cooking demos.
Include timers in ads to emphasize the quick prep and cook time, dispelling the myth that seafood is time-intensive.