Maine Seafood
Overview
With the onset of COVID-19, Maine's primary economic driver, their seafood industry, was struggling to rebound with a decrease in tourism. We were tasked by the Maine Board of Tourism to increase support and sales for seafood from Maine.
Knowing people across the country turn to their social feeds to get recipe inspiration, we launched social channels (@SeafoodFromMaine if you want to follow). We also partnered with trusted influencers in the food space to create Maine-inspired recipes and grow our following.
Results
To date, we've created dozens of recipes, gained thousands of followers and introduced countless people to the wonders of Maine Seafood. Plus our IG reels have 1M+ views with almost no paid support...shell yeah.
Social
Whether it's for a beach picnic in Kennebunkport or a backyard barbecue hundreds of miles away, grilled Maine Littleneck Clams with lemon-herb butter are the perfect taste of summer. Click the link in our bio for the full recipe.
Hope in the face of climate change is a fierce thing, and that's exactly what Briana Warner is hoping to build with @AtlanticSeaFarms.
Atlantic Sea Farms, which is the first commercially viable seaweed farm in the U.S., currently works with over 30 fishing families to help them build supplemental income while also restoring the ocean by reducing carbon and nitrogen in the water. Click the link in our bio to learn more about her story and what she's helped to build.
Talk about the perfect holiday appetizer – or ’Maine’ course! Just fry up Maine Monkfish balls and pair with sweet chili sauce for a crowd-pleasing hors d'oeuvre. Click the link in our bio for the full recipe from @ChubbyChineseGirlEats.
Try the Maine-ified version of an age-old classic! Brings together the sweet, fresh taste of Maine Lobster with the deliciously savory flavors of carbonara. Click the link in our bio for the full recipe from @evankalman.
A chef is only as good as their ingredients. Make sure you have the best seafood. #EatMaineSeafood
There's something about seafood served over ice. Enjoy delicious oysters with ponzu mignonette made with @add1tbsp's latest recipe and fresh oysters from Maine. #MaineSeafood
Need a super simple way to make a big splash this holiday season? Try our recipe for the always-delicious and showstopping pan-seared Maine Scallops with grapefruit and ginger. With just some citrus, scallops, and a few extras, you can whip up a mouthwatering meal in just twenty minutes. Click the link in our bio for the full recipe from @evankalman.
Delicious and ready in a half hour? Sign us up. Go to our website to find recipes by @chubbychinesegirleats, @add1tbsp, and @grillmomma that take half the time but provide twice the flavor.
Make mussels your new go-to specialty with this recipe for spicy mayo baked Maine Mussels! Click the link in our bio for the 35-minute recipe from @ChubbyChineseGirlEats that is perfect for the holidays!
Maine Seafood Lighthouse
Our client wanted to earn media coverage for Maine Seafood during peak season – the summer.
So, we came up with a first-ever innovation to reinforce the quality and variety of seafood from Maine – the Maine Seafood Lighthouse. We found partners to create this new offering and even gave people who purchased the lighthouse a stay in a real Maine lighthouse.
Results
The activation exceeded our client's goals by earning 29 media placements and generating 232.9M impressions.
The Feast Of Seven Fishes
To generate headlines during the holiday season, we put a Maine spin on a classic holiday seafood tradition – the Feast of the Seven Fishes. We partnered with Maine chefs and fishermen to create Maine-inspired recipes and partnered with SoPo Seafood to sell kits to create the recipes.
Results
The activation exceeded our targets – generating 152.1 million impressions and earning 15 media placements. Our online page on SoPo Seafood's website was their #1 most visit product page for the duration of our activation.
Role
Senior copywriter
Creative direction, asset development, team management, social copy, video ideation, narrative development
Team
Agency: Weber Shandwick
Year: 2022
Creative Director: Allyson Hoar
Art Directors: Lane Beachler, Liz Grant
Copywriter: Patrick Linehan