by Springfield Lewis/Louisiana Seafood News
When it comes to quality seafood, word of mouth can influence what consumers put in their mouths.
For authentic Louisiana seafood, word of mouth is increasing these days – thanks, in part, to the momentum behind the “Demand It” creative campaign developed by The Graham Group and run by the Louisiana Seafood Promotion and Marketing Board.
The campaign is prompting consumers to ask more and more about the origin of their seafood when they buy it in stores or eat out, according to Kathy Andersen, senior vice president of The Graham Group.
Entering its second year, the campaign builds on the idea of featuring the fishermen, processors and chefs who harvest, produce and prepare the state’s premium seafood.
Chinese Crawfish – That Ain’t Cajun
Based on comments heard by The Graham Group, local consumers support buying quality seafood that comes from Louisiana.
Andersen explained a lot of Chinese crawfish are being imported and sold in local stores. She believes the “Demand It” campaign – which puts homegrown and harvested front and center – “is making people aware, who say, ‘Hey, I want to buy Louisiana.’”
This year, Graham Group will be integrating the new Louisiana certified seafood messaging into future advertising across different media.
The certification program – introduced by the Louisiana Seafood Board in conjunction with the Louisiana Department of Wildlife and Fisheries and other agencies – is labeled “Certified Authentic Louisiana Wild Seafood.”
Look for the Certified Logo
In upcoming ads, consumers will be asked to “look for the logo,” Andersen said. Seafood with the “certified authentic” logo lets consumers know the products they are about to enjoy were caught by a Louisiana licensed fisherman, landed in the state and readied for market by a local processor
As more consumers inquire or demand Louisiana certified seafood, commercial fishermen and processors will see the advantages of joining the state program, she said.
For the “Demand It” campaign, “we received a positive reaction from the community, especially when we showcased the fishermen and chefs,” Andersen pointed out.
“We were able to illustrate the real people behind the industry and its traditions. In one of those TV spots, there was a fifth-generation oysterman. No actors here.” …or any Chinese crawfish for that matter.
Putting a “Face” on the LA Seafood Community
by Springfield Lewis/Louisiana Seafood News
The Graham Group, a Louisiana company rooted in the state’s culture, is spearheading the ongoing “Demand It” creative campaign.
TV commercials, print advertisements, online marketing and radio advertising all celebrate the tradition and heritage of Louisiana’s commercial fishing industry.
Kathy Andersen, senior vice president for the Graham Group, will go anywhere in search of a new face for the “Demand It” campaign; even the crawfish fields of Eunice farmer Pete LaFleur and son Aubry. Photo: Ed Lallo/Louisiana Seafood News
The integrated campaign encourages brand loyalty by positioning Louisiana seafood as a premium, quality product. It’s hard not to “demand” Louisiana seafood, with the campaign continuing to hit airwaves and social media in 2013.
Fishermen and chefs are profiled on billboards across the state to build confidence and loyalty among Louisianans by putting a “face” on the local seafood community.
When buying products, a call to action asked residents to “Demand It.” The outdoor campaign had more than 75 million impressions – from Slidell to Lake Charles to Shreveport.
So far, “Demand It” Louisiana seafood ads were placed in 20 print publications, reaching more than 6.5 million readers. TV has had more than 66 million impressions. Online media, including Facebook, created more than 36 million advertising impressions on seafood web surfers.
The post “Demand It” Campaign Expands – Emphasizing Louisiana Seafood Certification appeared first on Louisiana Seafood News.