Alaska Seafood
Print advertising copy for Alaska Seafood.
Project Overview
Alaska Seafood hired me to create compelling print ad copy for canned salmon to run in fitness magazines. Faced with an unexpected surplus of salmon, they wanted to find a new market to purchase canned salmon.
In the end, I gave them two options to choose from:
You work hard. Reward your mind and body with delectable Alaska canned salmon.
The delicate character of canned salmon brings a refreshing taste that will invigorate your taste buds. Its meaty texture flakes apart under your fork into a tender, yielding bite. A succulent whole food, canned salmon blends well into any meal from salads to pasta, quinoa cakes to pizza, taking your training table to the next level. It’s full of potential. Just like you.
OR
Each can packs in more vitamin B12, potassium and calcium than many popular canned meats and fish, rebalancing your electrolytes, preventing cramps and repairing your bone tissue with every mouth-watering bite. Alaska canned salmon is a robust whole food. The traditionally-packed style includes large chunks of salmon bursting with omega-3s and calcium-rich skin and fully-cooked bones. Both the skinless, boneless and traditionally-packed cans work beautifully in any meal from salads to pasta, pre or post workout. It’s full of potential. Just like you.
Problem Statement
Alaska Seafood was exploring a new market, and had a small window to get their files to the magazines they’d be advertising in. Specifically they wanted to target “Uber athletes.” Canned salmon had not, until this point, been a typical part of such atheletes’ diets. But canned tuna was. Could I make canned salmon more attractive than canned tuna?
Process
The full-page ad would include one of four recipes Alaska Seafood’s in-house chef had developed. So I immediately went out and bought a can of salmon and made one of the recipes. I picked apart the salmon, noting its taste and texture. Meanwhile, Alaska Seafood sent over spreadsheets about the nutritional aspects of the salmon, which I studied.
The folks at Alaska Seafood first directed me to really “romance” the salmon. I sent over a first draft that focused on taste and versatility. After internal discussion, they decided to switch tracks and play up the nutritional aspect of canned salmon, and so I rewrote the ad copy to reflect those values.