OBJECTIVE & STRATEGY
The Focus Group launched a national campaign with the goal to increase awareness of Wild American Shrimp and it’s perceived value as well as encourage U.S. citizens to ask for American shrimp when
they shop and dine.

Our strategy was to use emotionally charged storytelling created to evoke an informed response and instill American pride using real stories of  U.S. heritage shrimp processors.


THE AUDIENCE
Wholesalers | Distributors | Restaurant Chefs | Consumers
Site features shrimp processor stories, beautifully shot photography, a "shrimp academy,” videos, chefs, shrimp recipes, news and where to buy Wild American Shrimp at restaurants
or for home cooking.

Monthly Twitter "ShrimpChat," Facebook promotions and advertising, Informational campaigns.
Series of ads targeting restaurant, grocery and distribution targets.
Series of half-hour Chef programming on dedicated television show in New England.
CREDITS
Cecelia Shabazz: Creative Director  |  Tara Gerald: Graphic Designer
   | Tyler Johnson: Web Developer  |  Ben Hunter: Account Executive