ASMI Board of Directors FROM
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MEMORANDUM DATE: May 5, 2020 TO: ASMI Board of Directors FROM: Megan Rider, Domestic Marketing Director SUBJECT: Domestic Marketing Update Following, please find the Domestic Marketing Program update for FY20 highlighting program activities from July 2019 to date. Historically, the domestic market has been key for Alaska seafood as it has been relatively predictable and stable with U.S. currency remaining strong as measured but the U.S. Dollar Index, as well as the fact that it not subject to the nontariff and tariff trade barriers that global export markets are subject to. However, the domestic market is experiencing unprecedented challenges in the foodservice industry in the wake of the coronavirus pandemic as many establishments have been ordered by state and federal government to close down (or provide delivery and/or take-out options as an alternative) as the United States has more confirmed cases than any other country in the world. This poses many hurdles for the foreseeable future while the U.S. and global economy recovers and normalizes. The ASMI domestic team will pivot for 2021 to ensure we are staying receptive to market needs as they change and escalate on a weekly basis, and will continue to be proactive instead of reactive to these developments. RETAIL ASMI reaches out to retail headquarter/divisions throughout the year offering promotion assistance, training and POS material. It’s important for Alaska seafood brands to be visible in those stores where its two most valuable eaters are shopping, as well as appearing online. RETAIL SPECIAL PROJECTS/CO-OP PROMOTIONS Summer of Seafood Recipe Campaign ASMI partnered with Fexy Media to develop six custom recipes featuring salmon, cod and rockfish themed around summer grilling with more simple appetizer-based dishes, and paired with Chateau Ste. Michelle wines. The “Summer of Seafood” campaign launched in July on Serious Eats, and included a hub page featuring all six recipes, email newsletters, banner ads and social media posts. The campaign ran through September and garnered strong results: 8M impressions; 25K page views; 7min. 53sec. avg. time spent on page; 4K average page-views per recipe Summer Ibotta Campaign ASMI ran a digital Ibotta offer in July featuring $2 off fresh and frozen Alaska pollock, salmon and cod. The offer was split into two separate fresh and frozen offers, with the recipe engagement (offer unlock) for fresh featuring a new grilled salmon slider recipe, and a new parmesan-crusted cod recipe for frozen. After being live just 10 days, the offer budget was exhausted and proved impressive results. The campaign resulted in 4M impressions; 129K offer unlocks; 16K redemptions. Cook It Frozen Refresh ASMI’s Cook It Frozen! campaign underwent a creative refresh that launched March 23rd on Serious Eats with new video and recipe assets, featuring how to pan sear, bake, grill and pressure cook frozen wild Alaska salmon. Each video is paired with a corresponding recipe, and all assets are also available on ASMI’s website. The campaign is launching with salmon as this is the primary species sold at retail, and ASMI plans to extend to additional species and cooking methods. Campaign results are pending. RETAIL TRADE PROMOTIONS ASMI conducts customized promotions with retailers throughout the year. Summer 2019 • ShopRite (Wakefern) Alaska pollock, cod, salmon, surimi and crab were featured at 235 ShopRite (Wakefern) stores in the northeastern region of the US over July 19-27. The retailer promoted Alaska seafood as part of their Alaska Seafood Festival and shared social media posts as well as coupons featuring wild Alaska products. ShopRite (Wakefern) saw a 24% sales increase in salmon and 16% increase in cod YOY. • Giant Eagle ASMI sponsored Giant Eagle’s “BBQ with a View” event held August 31 in Pittsburgh, PA for corporate staff as well as winners of a recent Giant Eagle contest. ASMI served up fresh samples of grilled Alaska coho salmon seasoned with Mediterranean spices, alongside chefs representing the National Pork Board, Certified Angus Beef and McCormick & Company. • Costco Canada Frozen Alaska sockeye salmon was featured in 100 Costco stores across Canada during a July & August promotion. Additionally, ASMI coordinated in store demos to take place at 60 club locations for customers to taste the Kirkland Signature brand Alaska sockeye salmon. Alaska Seafood branded table tents were also featured at each demo. Costco Canada reported an 8.2% year over year increase from 2018. • Central Market Texas retailer Central Market wrapped up a record breaking promotion event in July that included a unit sales increase of 22.2%. Many species were featured, including Alaska sockeye & coho salmon, king, snow and Dungeness crab, halibut, scallops, prawns, rockfish and sablefish were featured at 10 Texas locations. A focus on merchandising and displays contributed to the sales lift. • Earth Fare ASMI partnered with Earth Fare to promote Alaska sockeye salmon and cod during a sales event that ran throughout July and August. The retailer saw a 65% sales lift in units sold in 53 stores across the Southeast and Midwest. Over 100 in store demos were executed, allowing customers to sample the Alaska seafood. Fall 2019 • PPC Community Markets Seattle area retailer PCC Community Markets organized a Buy One, Get One Free promotion for Alaska coho salmon in September which resulted in a record-breaking sales week. Over 28,000 lbs. of coho fillets were sold during the sales event, which was the top seafood sales week by 14%. The number of redeemed coupons totaled almost 13,000. PCC created social media posts on Instagram, Facebook and Pinterest and also showcased the event in an email newsletter sent to over 28,000 recipients. • Rosauers Rosauers saw a 247% YOY increase in Alaska seafood sales during their October Alaska seafood promotion. The retailer focused on Alaska salmon, cod, halibut, crab, rockfish, sablefish and sole in 22 stores across the Pacific Northwest and Rockies region. The stores had a designated Alaska section of their service case where they displayed Alaska seafood branded signage. • Hannaford Bros. Hannaford Bros. executed their Alaska Seafood Festival at 181 stores across New England. The sales promotion ran throughout the month of October and featured Alaska pollock, salmon, surimi and crab. Hannaford Bros. saw a 145% increase in overall sales of Alaska seafood products during the week of 10/19/19 and also noted a sustained lift on salmon and crab throughout the month of the sales event. • Spartan Nash Throughout October, Spartan Nash promoted Alaska sockeye salmon, cod and pollock with digital ad inserts, email blasts, social media posts and in-store POS at 90 stores. Fresh seafood sales were unfortunately down 3.9% due to more expensive raw material and higher retail prices on sockeye. • Albertson’s Southern California Albertson’s stores featured Alaska cod in 330 stores across the region between July and November. In-store chef demos took place featuring Alaska cod with a pea puree that customers enjoyed while shopping. Albertson’s reported a 13.5% YOY lift in sales during the promotional period. • Publix ASMI partnered with Publix supermarkets and Alaska harvester Melanie Brown in November for a series of three events at their Aprons cooking schools. Brown traveled to Florida to present an Alaska Thanksgiving themed menu that showcased multiple Alaska seafood species including King crab, cod and sockeye salmon. The events allowed Brown to share her experiences fishing in Bristol Bay, as well as walk through the different dishes on the menu. Each event had 30-40 guests who indulged in each dish that was thoughtfully paired with wines from Chateau Ste. Michelle. Winter 2019/2020 • PCC Community Markets Seattle area retailer PCC featured a coupon during the last week of December for its “Catch of the Season” promotion, offering $10 off $20 of Alaska seafood items. Over 6,500 coupons were redeemed across 13 locations. PCC utilized Instagram, Facebook and Pinterest to boost engagement and featured a salmon spread recipe on all social media platforms. An email newsletter was sent out to 30,094 recipients which received an open rate of 20.3%. • Hy-Vee Over 400,000 pounds of Alaska seafood were sold at participating Hy-Vee locations from December – February. Hy-Vee amplified the promotion using their social media channels and by printing beautiful ads in their Seasons and Corp Ads magazines. Stores told the Alaska story by utilizing ASMI point of sale materials including posters, clings and danglers. Additionally, customers had the opportunity to taste Alaska snow crab at demo stations at participating stores. • Whole Foods Wild Alaska pollock was featured in 41 in-store cooking demos at Whole Foods Northern California and Rocky Mountain regions in December. Fish tacos were sampled and consumers all raved about the flavor. The promotion resulted in a total sales lift of 851%, with the highest lift shown in the Rocky Mountain region at 1288%. • H-E-B Texas retailer H-E-B featured wild Alaska cod during the month of January in 235 stores across the state. 316 in-store demos were executed, giving customers the opportunity to taste the cod as they shopped. HEB saw a 24% year over year weekly lift during the sales event. • Save-On-Foods Throughout the month of January, Save-On-Foods emphasized custom signage, displays and print ads to showcase Alaska sockeye salmon in 162 stores in Western Canada. The promotion was amplified by Facebook and Twitter posts calling out the special pricing of frozen and refreshed sockeye salmon fillets. The stores saw an overall lift of 9% over the course of the month. • Rouses Markets Rouses Markets promoted Alaska cod, coho salmon, surimi and crab at 60 Stores across Louisiana, Mississippi and Alabama during January 2020.