© GSC
The Global Shrimp Council (GSC) is entering a new season with acelerating growth across key markets, following a successful gathering at the fourth Global Shrimp Forum held early September in Utrecht. The event brought together more than 580 global leaders, innovators and experts to shape the future of shrimp as a sustainable, high-quality protein on tables worldwide.
“Collaboration is at the heart of our industry’s success. Together, we are strengthening shrimp’s role in global cuisine through innovation, education, and consumer connection,” said Gabriel Luna, co-founder and co-chair of the GSC, in a press release.
Campaign performance highlights
Thanks to “The Happy Protein” campaign, GSC content in the United States has delivered over 13.5 million impressions across platforms to date, reinforcing shrimp’s position as a versatile, nutritious and sustainable protein. Chef Kristianne Uy, a rising culinary figure known for modern, flavor-forward recipes, continues to help elevate shrimp’s image through co-branded dishes such as Shrimp Ceviche and Marry Me Shrimp, with additional collaborative content planned as momentum grows.
In France, GSC content continues to gain momentum monthly, driven by relatable posts rooted in everyday French cooking. Since the campaign’s launch, it has generated over 15 million impressions across platforms, reflecting growing awareness and resonance among local audiences. October marked the launch of GSC’s first influencer partnerships in the market, featuring Louloukitchen, who developed a Lemon Orzo Shrimp recipe, and Johanna Sansano, who created comforting gourmet Shrimp Toasts. Both collaborations highlight how shrimp fits naturally into French culinary routines while inspiring simple yet modern home cooking.
In Spain, GSC content continues to resonate through humor and culinary originality, generating over 3 million impressions across platforms. supported by ongoing collaborations with Sabi Sanseverino and his inventive shrimp recipes such as his latest Garlic Shrimp Risotto, along with an expansion to more content creators like Juan Llorca, whose focus on balanced, family-friendly cooking perfectly complements GSC’s vision of accessible, wholesome shrimp recipes.
Localised content and community engagement
More localised content is underway in these markets, including street interviews in France, lifestyle pieces and a new cinematic video campaign celebrating shrimp’s role in everyday, feel-good Spanish food culture.
A recent cross-market giveaway encouraged followers to share their favorite shrimp dishes for a chance to win a trendy collectible designer toy (Labubu), resulting in a notable rise in participation and a renewed sense of community excitement. Interactive formats like the “Fact or Fishy” quiz series, as well as regular polls and mini-games, continue to drive engagement and brand affinity on Instagram. Overall, these playful tactics help shrimp stand out as the “Happy Protein” while supporting steady audience growth across all markets.
With growing communities across the United States, France and Spain, the GSC continues to position shrimp as a strong choice for modern consumers in an increasingly competitive protein market. The next phase aims to keep building cultural relevance through local storytelling and fresh collaborations, keeping shrimp central to everyday cooking.
