Western Europe Recent Marketing Activities: Consumer Public Relation

With restaurants closed, and consumers cooking more at home, many turned to convenience products for quick and easy preparation. Earlier in the year, ASMI’s WEU program developed recipes that elevate pre-prepared foods to create new culinary experiences. Existing Alaska seafood convenience products like fish fingers, breaded fillets, canned salmon, or fish nuggets were used to develop recipes that were still easy to cook but gave well-known and “boring” products an innovative twist. The second approach was to take the most used convenience foods like frozen pizza, microwave dishes or Asian instant noodles and refine them with Alaska seafood like sole, salmon, cod or pollock fillets.

Based on these new recipes produced in the first quarter of the year, ASMI developed a new press mailing introducing the Alaska elevated convenience dishes concept to journalists and influencers in the region. Below is a sample of the press mailing showcasing a dish designed to be quick and easy, utilize common kitchen ingredients and not requiring in-depth cooking skills.