Always in Season Campaign Generates 5.3 Billion Impressions in Phase Two
The Always in Season campaign generates 5.3 billion impressions in Phase 2 and showcases ways for the US consumer to utilize Alaska seafood year round. Phase Two of this campaign kicked off 2025 and the Lenten season and generated more than 5.3 billion impressions in a three-month span. Organic and paid content across Instagram and Facebook drove over 4 million impressions – a 95% increase from Phase 1.
The Always in Season harvest guides can be found on the resources page.
New content encouraged home cooks and chefs to #AskForAlaska while celebrating seasonal ingredients and seafood pairings. The integrated campaign continued to tap into the cultural relevance of seasonality, coupled with health and culinary messaging to drive awareness for Alaska seafood through various channels.
Key Highlights:
- Influencer content drove more than 1.07MM impressions and an engagement rate of 18%.
- Amplification of influencer and ASMI-created reels across social increased reach to targeted consumers, driving more than 4.18MM additional impressions and a 160% lift in engagement rate, surging past industry standards
- Increased earned and paid mentions of Alaska seafood in both consumer and trade media garnered 4.8B impressions.
- Multiple syndications generated 3.3B additional impressions in consumer media and 345k additional impressions in trade media.
Our influencers strategically focused on turning Alaska seafood priority species into cozy, seasonal inspired meals highlighting availability, convenience, quality, and health benefits of Alaska seafood.
Lilie Pascale Randazzo @lifewithlilie created a lemon surimi pasta dish as an easy weeknight dinner – this recipe generated 89k impressions and 3.6k engagements.
Christy Wang @girlfromcalifornia created a Miso Black Cod dish highlighting the health benefits of Black Cod after her mother was given instructions to eat healthier from her doctor – her dish generated 980k impressions and 13.7k engagements.
