 Alaska Seafood Newsbrief ASMI E-Newsletter for the Alaska Seafood Industry
September 27 , 2006
In this issue:
Message from the Executive Director For the first time in recent memory ASMI is advertising Alaska Seafood on TV . . . in this case The Food Network. This is an exciting event for ASMI and builds upon our multi-year consumer advertising campaign where we used print, billboards and drive-time radio to promote Wild Alaska Seafood. These TV ads will be complemented with print ads and point of sales materials. We expect to increase our reach five-fold through these ads which should help our industry by creating more "pull" in the market place for Alaska Seafood products. The people watching The Food Network are ideal consumers for our message. We want those viewers to "Ask for Alaska" when they go out to eat in restaurants and when they shop at the supermarket. Check the new ads out on our website. The ASMI Board and Committees will meet in a combined session 25 through 27 October, 2006 at the Mayflower Park Hotel in Seattle. Committee members traveling from out of town need to check with ASMI travel desk to book tickets as soon as possible. This meeting will be heavily focused on ASMI's operational committees, who will evaluate ASMI programs and provide guidance for ASMI's marketing plan for the next year. Even if you are not a member of an ASMI committee you are welcome to attend any or all of the 3 day session. ASMI meetings are always open to the public. See you over the next swell, Ray Riutta |
'Wild Ben' Stein Stars in New TV Ads A new consumer advertising campaign highlighting the abundance and sustainability of Alaska Seafood was launched today on national television by the Alaska Seafood Marketing Institute (ASMI). The advertisements star Ben Stein, an actor and comedian known to many consumers through his comic appearances on television and in the movies. He has a talent for making people laugh with his deadpan delivery: it made him famous in his role as the teacher in the movie Ferris Bueller's Day Off, and led to his hosting his own popular game show on TV. The TV campaign represents significant expansion of ASMI's effort to inform and influence U.S. consumers, increasing the number of people reached with advertising messages fivefold. Print advertisements are running in key consumer magazines, and news stories about Alaska seafood abound. There are three different ads, one for all species of Alaska Seafood, one focused on Alaska Salmon and one on Alaska Crab. They will air from September 25 through November 27, to coincide with the fall and winter/holiday season. ASMI also created "Grab a Fork" crab posters for restaurants and retail seafood counters in time for the upcoming holiday crab season. |
A Peek At Summer 2006 Promotions in Japan Highlights of Alaska Seafood promotions conducted at restaurants and supermarkets in Japan from May of 2006 throughout the summer have been translated and posted on the English version of ASMI's Japan website. Sales for just one week with just one of the promotional partners amounted to over 56,000 pounds. Bunka Hoso Radio reporters visited some of the promotional venues conducting on-location interviews and enthusiastic live broadcasts to publicize Alaska seafood products. A comedy duo, W. Cologne, formed part of the summer season’s promotional lineup. Sockeye salmon was emphasized, and among other products showcased were king crab, snow crab, black cod, Pacific cod, sockeye sujiko, pollock roe, and herring roe on kelp. Kappa Zushi Rotating Sushi chain restaurant, for example, offered Alaska sockeye sushi during the season, and Alaska salmon ikura all year round. At consummate seafood retailer Sakana no Hokushin, Tokyo district manager Mr. Nobuhiro Hasegawa commented, "Our motto is to offer our customers super fresh and high quality seafood at a reasonable price. For Alaska seafood products, the key is to appeal to the consumers the fact that they are 100% wild and natural, born and raised in pristine nature and pure water. And it works well in our stores. Our demanding customer response to Alaska seafood is very good.'" Other trade partners highlighted include: Queen's Isetan, Marusho Iizuka, OK Store, Big Yosan, Toshin Suisan, Kinokuniya, Uoriki, and restaurant Oregon Bar and Grill. More details available here. |
Exposure for COOK IT FROZEN! Equals Sales Support Alaska suppliers planning fall and winter promotions, take note! Advertising is scheduled that highlights Alaska Seafood and the COOK IT FROZEN! method of preparation. Alaska processors and fishermen remember: for more detailed information visit the Alaska seafood industry section of the ASMI website and Log In.
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Governor to Offer Keynote at State of Alaska Salmon Event Governor Murkowski is slated to delivery a keynote address at a special event being convened by his administration in Anchorage on October 11 to highlight improvements in the Alaska salmon industry, provide an opportunity for participants to share what they have accomplished and learned with others in the industry, and consider the future. Commissioner Bill Noll, Commissioner of Commerce, Community and Economic Development is spearheading the effort. Please direct inquiries to Glenn Haight glenn_haight@commerce.state.ak.us who is sending out invitations to the event. |
Heart Healthy Cookbooklet Makes Debut Nutrition professionals belonging to the country's largest professional group, the American Dietetic Association, convened last week for their annual conference. The Alaska Seafood Marketing Institute booth at the Food and Nutrition Conference and Exhibition was ready for this crowd with lots of information about Alaska Seafood's health benefits, and a new cookbooklet containing recipes from members of the Alaska Dietetic Association. "Heart Healthy Alaska Seafood: Alaska Dietitians’ Recipes" offers flavorful recipes Alaska dietitians and nutritionists prepare for their own families and friends. The recipes aim for lowered totals of saturated fats, trans fats, and sodium, so that they may be used by people on restricted diets. Click here to download the cookbooklet. |
Flavorful Tips from Experts in Japanese Cuisine Perhaps you've got ikura – salmon caviar – but you wonder what to do with it to turn it into a really wonderful appetizer. Or you wonder how to serve up Alaska Seafood with a truly Japanese flair. Consult the English version of ASMI's Japan website for recipe suggestions from experts on the cutting edge of cuisine in Japan. Recipes for salmon and mushroom steamed with sake, creamy cod soup, snow crab chowder, fried cod with tomato, and ikura canapés are among the selected recipes, together with photos. If you are into the food scene in Tokyo you might recognize the names of the recipe contributors:
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phone: 1-800-478-2903
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