In order to save the livelihoods of shrimpers, Wild American Shrimp contracted with Ant Hill to create a public knowledge campaign, educating food connoisseurs about the realities of uncertified shrimp.
Ant Hill has a history of successful campaigns in the food industry including working with Wild American Shrimp on a public knowledge campaign for their certification. Wild American Shrimp had been noticing a reduction in their prices due to the illegal dumping of imported shrimp into the market.
Our objective was to increase the price of shrimp at the dock and save a way of life for generations of shrimpers. To reach the target markets, Ant Hill successfully conducted the following: Talked to our target audience through the voices of people that they would relate to, chefs– in fact we partnered with one chef from each of the states. Through our chef outreach we leveraged them to host a NY media tasting, give demos at Charleston & Aspen Food and Wine Festivals, host an event at James Beard Foundation, and feature them on our website. Ant Hill also secured local and nation morning shows such as Good Morning America, pitched our chef’s recipes to magazines, and secured a full program with Emeril. On the media relation side of things, Ant Hill was successful in securing hits in food and wine national magazines, newspapers, and TV. Within in-store consumer programs Ant Hill was able to launch an Annual tailgating recipe challenge and landing a wine partnership that pairs recipes that were pitched to the media as well as featured on the bottle in stores.
Ant Hill’s results for Wild American Shrimp not only generated media attention and consumer awareness for the brand, but have also secured profitable partnerships and created sales and revenue for the company. A few examples of the results generated by Ant Hill include:
- By reaching consumers through multiple communication paths including media relations, co-marketing and chef endorsements, we generated double the impressions that were predicted for the budget.
- Secured over 131 million impressions in the first year.
- Increased the demand for Wild American Shrimp. The price at the dock doubled within the first year of our campaign.