Chilean Salmon Marketing Council

In 2020, the COVID-19 pandemic forced many brands to shift their communication strategies to focus more on consumers and less on trade and industry relations. At that time, the Chilean Salmon Marketing Council realized that, due to long-standing focus on hospitality and retail, they lacked a direct relationship with consumers. Moreover, they were challenged by a lack of consumer understanding about the healthfulness and reliability of farmed salmon. As such, FRESH Communications was engaged to help educate the media and consumers to inspire trust in the product and the Chilean aquaculture industry.