This was the third annual Alaska Herring Week and our team decided to kick the campaign into high gear. We combined two strategies - the look and feel of a craft brew festival or a film festival that is all across the city and a community event promotion. Our ground campaign managed to get 50 Seattle restaurants to sign on. The harvesters in Alaska donated 5000 lbs of fresh herring and Northern Air Cargo donated the transportation from Anchorage, AK. The effort tripped previous years KPIs in social media and even garnered mainstream national coverage from Forbes magazine.
My role on the team was Marketing Director with sign-off on all creative and partnership outreach.
Another important collateral piece we created was a recipe book with a collection of Seattle chef's recipes using Alaska herring.
These booklets were offered to diners free and made available on the hostess stands at many of the participating establishments and other community businesses as well. The posters were in windows all over town as well.
Our team integrated the new look and feel all across the brand's social. We ended up tripling all of our engagement numbers on all platforms. Members of the Swedish community that is so much a part of Seattle said they felt more connected with their traditions and ways of life with the elevation of these humble, earth-friendly meals.
