Alaska Seafood Marketing Institute is a Seattle-based company that promotes the Alaska seafood industry. I have had the pleasure of doing several print ads for them to help boost sales of Alaska Canned Salmon.

The first couple of ads were for the uber-fit, food conscious demographic. It was aimed towards women who are up to date with the latest food trends, diets, and exercise. ASMI wanted to be more upfront with the nutritional information with this demographic because they were the ones who were most likely reading the labels and researching facts to bring them to the top of their game. They also wanted to use their spokes person, Kikkan Randall who, at the time, was competing in the 2014 Winter Olympics as a Cross-Country Skier.

This ad has been featured in May issues of Competitor, Women's Running, Runner's World, Bicycling, and Triathlete.
This ad has been featured in June issues of Competitor, Women's Running, Runner's World, Bicycling, and Triathlete.
The other demographic is based on the southern women who have cooked the same recipe for generations. When they buy canned salmon, they tend to use if for croquettes, or salmon patties. We wanted to focus on that recipe and push the sentimental feeling they get when it is made instead of nutritional facts.
This as has been featured in May and June issues of Paula Deen, Good Housekeeping, Southern Living, and Prevention.
The same ads were also used to create Free Standing Inserts (FSI).
Back to Top