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.