YEAR
| 2026
| MIAMI AD SCHOOL ROLE
| Creative Strategist
| Creative DirectionTeam
| kreis roemont
| keira jenkinsthe companyThe American Seafood Council, a consortium of restaurants and fishing companies, must simulate interest and preference in seafood once again to sustain growth in the category.
The challengePeople aren’t eating enough seafood. Over the past 10 years, total seafood consumption in the US has fallen further behind other proteins.
The askSimply put, encourage more people to eat more seafood.
target audience
| the health conscious consumerMen and women in their late 20s to early 40s who are health conscious and work out frequently. They don’t necessarily count macros but they care about what they put in their bodies. They meal prep when they can and typically default to something that is easy and does not take too much time to cook or prepare. They’ll eat healthy – as long as it doesn’t take longer than chicken. They know seafood is good for them, but never think to buy it as it seems too fancy and know it to only be for special occasions. They scroll social platforms like Instagram, TikTok, YouTube and Pinterest; 2–3 hours daily, screenshots recipes they never make and discovers food through other creators not brands.
observations
key findingsPeople don’t avoid seafood because they don’t want it, they avoid it because weeknight dinner demands “fast and foolproof,” and seafood still doesn’t feel that way.
InsightstrategyYour seafood doesn’t have to feel fancier than you.
TUESDAY nights JUST GOT A WHOLE LOT simpleR.
Bringing seafood back down to earth and making it feel achievable and attainable. Highlighting seafood that maybe less reached for, that is already familiar but not fully known and it’s benefits. Highlighting the types of seafoods that require less cook and prep time than other protein options. Highlighting clean cut, fresh and eco-conscious options. Overall promoting options and showing people that seafood doesn’t have to feel fancy, or fancier than you or your day to day routines.
visualS DIRECTION + creativePartnering with food creators and influencers. Grocery store protein aisles signage to educate on seafood options. Includes QR codes to scan for terms, more understanding of protein, and quick & easy recipes. Billboards and print media to spark engagement in #meatchallenges, using a recipe but substituting meat with seafood option. Restaurants promoting Tuesdays being simpler, while highlighting nutritious dense options from seafood proteins.
| SOCIAL PLACEMENTS
| POSSIBLE BILLBOARD + PRINT MEDIA
| GROCERY AILSE INTERCEPTS
| RESTAURANT PARTNERSHIPS
