Making a Big Splash with a National Seafood Watch Ranking
In August 2013, Verlasso salmon earned the coveted “Good Alternative” buy ranking from the Monterey Bay Aquarium® Seafood Watch® program, making Verlasso the first and only ocean-raised farmed salmon to receive this ranking.
Food & Nutrition
How could Verlasso spread the word about its new ranking to overcome long-held, negative stereotypes about farmed salmon and convince target audiences – media and seafood buyers – that its salmon is a thoughtful, healthy, sustainable and delicious choice?
Linhart PR (LPR) created a ripple effect of positive results from the ranking, securing 40 news stories and 12 million+ impressions; building engagement with influencers; landing speaking engagements; growing online traffic and engagement; and helping Verlasso reel in several new retail partners.
National headlines: LPR worked with USA Today to break the ranking news in a half-page Life section spread. Gannett papers in Delaware, Maryland, New Jersey and Wisconsin also ran the USA Today story. The Washington Post (on its front-page food section) ran a three-story farmed salmon series, highlighting Verlasso, the ranking and where to buy the fish – a series Newsday also published
Online visibility: Salon.com (2.1 million unique monthly visitors) featured the ranking news, and Verlasso Director Scott Nichols will appear in DailyMeal.com videos touting Verlasso’s sustainability and the ranking
Local markets: LPR landed stories in key Verlasso retail markets, including the Houston Press, KQED Public Radio San Francisco, Sacramento CW and San Diego Examiner
Influencers: Following the ranking, LPR booked Verlasso introductory meetings with well-known dieticians, trainers and additional top-tier, national media outlets like Bon Appetit and the Wall Street Journal
Speaking engagements: Ranking news helped Verlasso secure speaking slots at the Chefs Collaborative Sustainable Food Summit and the Economist World Ocean Summit
Social channels: Facebook and Twitter fans, website visits, newsletter subscribers and open rates also increased exponentially – and remained high – following the ranking