The campaign - underpinned by a new mobile-friendly mircrosite – highlights the unique qualities of Alaska seafood and acts as an enhanced educational tool for the foodservice and hospitality industries as well as consumers.
The ‘We are Wild’ campaign has been designed to emphasise the nutritional benefits of the seafood.
The five different types of wild salmon – king, sockeye, coho, pink and keta – premium black cod and pollock grow and thrive in the crystal clear waters of the North Pacific and are free from pesticides, bacteria and petroleum derivatives. The seafood is also low in saturated fat and high in protein, Omega 3, vitamin D, calcium, iron and zinc.
Rebecca Wilson, Alaska Seafood Marketing Institute, explains: "The launch of this new campaign aims to raise awareness of Alaska seafood within a highly competitive market as well as educate and inform both the foodservice industry and consumers about the versatility of the species. ‘We are Wild’ is strong in its messaging around healthy eating and we’re hopeful that the information and recipes available will encourage greater interest amongst consumers."
Demonstrating the versatility of Alaska salmon, ASMI hosted ‘Salmon Sommelier’ - an expert tasting session with complementary wines - at London’s Ice Tank.
Dhruv Baker, Alaska Seafood’s brand ambassador and Master Chef Winner 2010, skilfully prepared an array of salmon based dishes for chefs and industry professionals to sample. Expert sommelier, Kiki Evans, founder of ‘A Grape Night In’, paired wines with each salmon species to further distinguish their distinctive tastes.
Digital recipe book, Forever Wild can be downloaded here.
