Global Seafood Alliance launches awareness campaign

International industry body the Global Seafood Alliance has launched a consumer campaign based around its Best Aquacultural Practices (BAP) certification scheme.

The campaign, dubbed “Healthy Fish, Healthy Planet, Healthy You!” is aimed primarily at consumers in the US. It is designed to heighten awareness of the BAP brand and, ultimately, drive sales of responsibly produced and sourced seafood. Along with traditional media outreach, social media and influencer engagement, the program will also offer a toolkit with print and digital assets to make it easy for any retailer or foodservice operator who endorses the BAP program to participate.

Rolling out in phases beginning this summer and culminating with the US National Seafood Month in October, the campaign will educate consumers about the strength of the BAP label and how it addresses responsible aquaculture production.

The GSA has developed a new collection of BAP marketing assets available to retailers and foodservice operators, including point-of-sale materials and digital content, from graphics to photography to videos, that can be shared through an endorser’s communications channels, including digital and social media.

Brian Perkins, the GSA’s CEO, said: “Our research shows that consumers are trying to eat better, and that consumers who know BAP, trust BAP. There’s clearly an opportunity here for retailers and foodservice operators to drive their sales of responsibly produced and sourced seafood by further aligning with the BAP program. We’ve learned that retailers and foodservice operators who make a commitment to sourcing BAP and communicate that fact are also more highly regarded by their customers.”

For more information about how to participate, visit https://info.globalseafood.org/healthy-you-campaign-lp.