Planning & Execution

To better understand the outbreak perception from all stakeholders, we organised a qualitative workshop with industry partners, chefs, and end-consumers.

The defined strategy built connections between the pure and fresh waters of Antarctica, as a guarantee of quality and safety.

We developed a logo that guaranteed the origin of the product and became a core visual message of this campaign. Together with the association, we implemented the logo on Chilean salmon packaging, restaurant storefronts, and other promotional materials. We produced an H5 game to engage with consumers and industry partners. We customised the H5 with the logo of each participating retailer, while centralising results and winners. We massively promoted with KOLs to introduce new in-home cooking methods, and worked with recognised chefs to address the industry. We further populated the digital landscape with extensive P.R. messaging.

Effectiveness / Results

Within two weeks, we transformed all social media and Baidu search queries, restoring a positive and safe message about the salmon industry in general, and Chilean salmon in particular.