Thinking Big, Starting Small: Marketing for a Future of Seafood Lovers

We say that good seafood marketing is about playing the long game and, sometimes, the longest game starts by planting seeds with the smallest eaters.

In this week’s InnaSea on the Road, we sat down to talk about a simple idea: marketing seafood for the long haul. What started as a quick anecdote turned into a bigger conversation about generational strategy, and how in order for the seafood industry to build a strong base of loyal eaters for decades to come, we may need to think big and start small.

How do we build a base of seafood lovers for the next 10, 20, 30 years and beyond?

We haven’t always done the best job of this. There are exceptions who have kept the fish stick flag flying for the kiddos but, as a whole, seafood is lagging behind other proteins in making itself a staple and establishing that elusive element of nostalgia. Think hot dogs on game day, summertime BBQed burgers, and Wednesday night chicken nuggets (because by Wednesday the week plan is out the window for most parents anyway, so nuggies it is.) In general, fish isn’t a regular on the North American core memory menu.

But seafood companies are waking up to the fact that the most powerful plays aren’t just for today’s shoppers—they’re for the seafood lovers of tomorrow. By designing products that fit seamlessly into family kitchens, school cafeterias, and after-school routines, brands are laying the groundwork for lifelong habits. Familiar formats help kids feel at home with seafood early on, while also making it easy for parents, caregivers, and foodservice decision-makers to say yes to healthy, tasty, and sustainable options.

This is multigenerational marketing at its best: meeting people where they are now, while planting seeds that will grow a stronger, more loyal seafood audience for years to come.

That kind of nostalgic brand building happens with thought, intention, and care, especially when brands start to look at how kids and parents engage with food, and how early experiences can build trust, ignite curiosity, and establish loyalty for a lifetime.

So what does that look like in action?

1. Talk to kids and parents differently. Kids don’t need a crash course in omega-3s. They need food that looks and tastes good, and parents want nutrition, convenience, and a brand they can trust. Speak to both. This might mean packaging that feels fun, or visuals that show seafood as an everyday food, not a special occasion splurge.

2. Design for familiarity first. Not every kid is going to start with grilled octopus and anchovies. But fish sticks? Meatballs? Tacos? Nuggets? Meet them where they are with forms they already recognize and enjoy, and build from there.

3. Tell stories that stick. Want a parent to remember your brand? Make their kid laugh. Want a kid to ask for your product again? Give them a reason to. Whether it’s a silly sea creature mascot or a fun fact about where your seafood comes from, in this context, a bit of storytelling and play goes a long way.

4. Highlight the benefits they care about. Seafood is an incredibly healthy source of protein, especially for growing bodies. Omega-3s support brain development, lean protein supports strength and energy, and sustainably sourced seafood supports a better future—which kids are increasingly aware of. Put these benefits front and center in your messaging, but keep it clear and simple.

5. Start where they eat. Family kitchens, lunchrooms, and school events are powerful touchpoints. If your product can fit into institutional food service programs, explore what that option looks like. If your brand is retail only, offer resources that help families cook seafood at home stress free.

We believe there are seafood options for everyone, and that includes the next generation, but we have to get them (and the parents doing the cooking) willing to try it first. That starts by making it approachable, familiar, and fun, and it continues when brands take the time to meet people where they are and tell a story worth passing down.

This isn’t about sneaky marketing tactics or tricking kids into eating something they hate (ew). Literally the opposite. By building trust early, introducing seafood in forms they already love, and showing up with quality and care, we can help raise seafood lovers who will take that appreciation for the resource into their future lives. And the brands that start doing this now are the ones that will have loyal customers for life.

So ask yourself: how are you helping raise the next generation of seafood lovers? If you’re not sure where to start, we’ve got ideas.