The Objective
Make Americans purchase and consume more seafood.
About The American Seafood Council
Based in Seattle, Washington, the American Seafood Council is a fishery owning 45% of the catcher-professor market share.
They specialize in catching Alaskan Pollock and wholesale production of filet, fish oil, and other seafood products.
The Challenge
Seafood is currently not the most-desired protein among Americans. People associate seafood with negative qualities such as its inconsistent smell and freshness in fast-casual settings.
The Insight
Cooking has become so complex, young Americans stick to what is known.
Recipes with popular proteins such as chicken, beef, and pork is likely what they are familiar with. Seafood is often left behind.
The Opportunity
Allow young Americans aged 18-24 to ignite their inner fusion chef by de-intimidating the cooking process through fun and interactive seafood recipes.
Reasons to Believe
- 52% of adults aged 18-24 and 58% of adults aged 25-34 have intermediate cooking skills.
- 75% of our target audience enjoy eating foods from different cultures.
- 39% of our target are inspired to cook or bake from celebrity chefs.