Wild American Shrimp
SITUATION
Exponential growth of imported, pond-raised shrimp in the American market has brought prices to an all time low. As a result, America's shrimping families who have delivered wild caught shrimp to our tables for generations are losing their livelihood. A way of life is threatened.
Our marketing challenge is clear:
Increase the value of wild-caught Americans shrimp by differentiating it from other shrimp, raising prices at the
dock enough to sustain the wild-caught
U.S. shrimping industry.
We learned from our research that people "had no idea" they
eating imported, pond-raised shrimp.
• 95% assume they are eating wild-caught American shrimp
• Once aware of the difference they naturally assign taste and health benefits to the Wild American Shrimp
• Once aware of the choice, 94% would choose Wild American over imported
We also learned that sustaining the lifestyle and heritage of the shrimper is very important to American consumers.
Key insight: If we simply frame the choice for consumers, they will naturally choose Wild America Shrimp.