Strategy
FRESH created a surround-sound, science-based media relations campaign designed to inspire trust in farmed salmon. The team's efforts focused on establishing credibility through education about the nutrition, quality and aquaculture innovations that make Chilean farmed salmon a nutritious, sustainable, safe choice. Through a powerful combination of storytelling, statements from credible registered dietitians and industry leaders, and well-researched, customized media outreach, FRESH improved sentiment, raised awareness, and educated confused consumers about farmed salmon.