As interest in shopping and eating sustainably continues to grow, the Alaska Seafood Marketing Institute partnered with a range of ambassadors this spring to educate U.S. consumers about the best way to guarantee their seafood purchases are sustainable – “Ask for Alaska.”
From salmon harvesters to world-famous celebrity chefs and social influencers, the coverage and content generated through the combined efforts of these voices resulted in over 100 million impressions in the U.S. as of early May 2021.
Alaska Harvester Hannah Heimbuch on the Today Show – April 19, 2021
ASMI secured major national press last week when fisherman Hannah Heimbuch of Kodiak appeared on The Today Show to educate audiences about the sustainability, diversity and convenience of Alaska Seafood. The live, four-minute interview with Heimbuch highlighted how all seafood from Alaska is wild caught and sustainable, featured a variety of Alaska seafood species and shared tips on how to shop for Alaska seafood. Host Carson Daly closed off the segment by echoing, “So the best thing to do is to Ask for Alaska.”
The placement garnered high visibility via the live broadcast segment, an online piece, How to buy sustainable seafood just in time for Earth Day, highlighting how 60 percent of all wild seafood and 95 percent of wild salmon harvested in the U.S. comes from Alaska, and posts for two Alaska Seafood recipes: Pan-Seared Cod with Lemon-Parsley Orzo and Seared Salmon with Green Olive Salsa Verde.
The Today Show shared the segment via their Facebook, Instagram and Twitter channels, and aired the segment on their radio channel. The piece was also syndicated by Yahoo and MSN and has garnered attention from seafood trades like Seafood News.
Celebrity Chef Tyler Florence Shares Love of Alaska, Alaska Seafood – April 2021
Following his winter visit to Alaska for his Food Network show, The Great Food Truck Race, celebrity chef, restauranteur and television host Tyler Florence shared an Alaska Seafood video on his Youtube channel Wolf it Down, teaching viewers how to prepare a decadent Alaska crab cake crusted halibut while touting the sustainability of Alaska seafood.
Tyler also shared accompanying social content on his Instagram, Facebook and Twitter, along with sharing the recipe on his website:
Jake Cohen Highlights Convenience, Sustainability in Home Cooking Recipe
ASMI partnered with popular food writer, cookbook author and social influencer Jake Cohen during Earth week to share his appreciation for the convenience and sustainability of Alaska seafood. Cohen shared a recipe for sheet pan wild Alaska cod on his blog Wake and Jake. In addition to the blog post, Jake shared the recipe on his Facebook, Instagram and Instagram Stories as a quick and healthy meal perfect for busy weeknights.
In his blog post, Jake also highlights the sustainability of Alaska seafood, and notes Alaska salmon, pollock or halibut would make great substitutions.
In addition to these targeted earned media, influencer, and social media promotional activities, ASMI integrates Alaska’s sustainable seafood story via ongoing consumer and trade public relations and advertising campaigns, including a recent post titled “Full Transparen-Sea” which instilled confidence in Alaska’s responsibly managed fisheries.
About Alaska Seafood Marketing Institute:
The Alaska Seafood Marketing Institute (ASMI) is a partnership between the State of Alaska and the Alaska seafood industry promoting the benefits of wild and sustainable Alaska seafood and offering seafood industry education. The seafood industry is Alaska’s largest basic private sector employer with nearly 60 percent of all wild seafood and 90-95 percent of wild salmon harvested in the U.S. coming from Alaska. In addition to wild salmon, Alaska is known for its crab and whitefish varieties such as Pacific cod, sablefish, halibut, Alaska pollock, sole and rockfish – available fresh or frozen year-round. Alaska has been dedicated to sustainable seafood for more than 50 years and is the only state with a constitution that mandates all seafood be managed under the sustained yield principle. Alaska has taken a leadership role in setting the global standard for precautionary resource management to protect fisheries and surrounding habitats for future generations and leading to an ever-replenishing supply of wild seafood for markets worldwide.