Seattle, Washington, December 20, 2006 –The Alaska Seafood Marketing Institute (ASMI) continues to help retailers capitalize on the growing demand for wild Alaska seafood through clever and informative advertising campaigns. The latest advertisement is for canned and pouched Alaska salmon, running in the January and February issues of the Alaska Airlines in-flight magazine. With consumer interest in health and demand for convenience at an all time high, the ad provides relevant information on the health benefits and ease of preparation of canned and pouched Alaska salmon. To assist retailers in driving sales, the ad prompts retail customers to “Ask for Alaska” the next time they visit their favorite grocery store. 

Health has become a key concern to consumers who are increasingly looking for new ways to improve their diets. The ad speaks to that concern when it offers canned and pouched Alaska salmon as a convenient way for consumers to get their heart-healthy omega-3 fatty acids. A photo in the ad of one of ASMI’s new canned and pouched recipes by Northwest chef Kathy Casey reminds consumers that healthy can also mean delicious. Consumers are directed to www.alaskaseafood.org/canned for more appetizing recipes and to their local grocery stores to purchase their canned and pouched salmon.

The ad highlights the purity and wild nature of Alaska salmon in words as well as images. The ad features a photo of wild Alaska salmon swimming and jumping their way upstream. While the imagery demonstrates Alaska salmon’s natural and pure environment, the clever message of, “Eating Healthier Doesn’t Have to Be an Uphill Battle. Leave that to Wild Alaska Salmon,” catches consumers’ interest with its levity.

To further support retailers and increase demand, ASMI has developed new wild Alaska canned and pouched salmon on-shelf materials. The new POS materials will focus on health benefits, particularly omega-3 fatty acid content, and will be available after the New Year.

Alaska is the pioneer of sustainability. Since acceptance into the Union in 1959, Alaska has been the only state in the nation whose constitution mandates that “fish…be utilized, developed and maintained on the sustained yield principle.” This long-term dedication to sustainability has resulted in keeping the world stocked with a continuous, ever-replenishing supply of wild seafood. Indeed, Alaska's effective and precise fisheries management practices are considered a model for the world.

The Alaska Seafood Marketing Institute is the State of Alaska’s official seafood marketing arm. It is a public agency of the State of Alaska, funded by the Alaska seafood industry and federal grants. ASMI promotes Alaska seafood throughout the U.S. and in 16 other countries. ASMI also provides education and training to the seafood industry in food safety and quality assurance practices. Please go to www.alaskaseafood.org for more information.

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Click here to view "Wild Alaska Salmon Advertising is Flying High" ad

Contact: Debra Arbogast
619-702-7500