If Mountain Dew can get weird, so can we.
113 million people tuned in for Super Bowl LIX. Ads were deeply unserious, women showed up big time, and the memes are still rolling.

And seafood? Still too serious to join the party.
Here’s why seafood needs to loosen up, get in on the game with the girls, and give people what they want - FUN.

Seafood’s biggest competitor isn’t chicken—it’s us.
When inter-industry divisiveness shows up as shots across the bow on the marketing landscape, consumers just end up confused and opt out entirely. And our numbers show it.
Can we come together to guide consumers back into the seafood aisle? Read on to find out.

From Meta dropping fact-checkers to TikTok’s sudden blackout (and return), to Instagram shifting style gears, how do we form a strategy as seafood providers to navigate this motley scene?

Here’s our breakdown of what’s happening, what it means, and how we can transform these challenges into opportunities for meaningful connection and building that trust.

The looming US TikTok ban has crystalized one agreed upon sentiment:

This is a wakeup call - relying solely on outside communications platforms to support the bulk of your marketing strategy is not a secure strategy.

To own your strategy, you have to own your content.

What do Seafood and Taylor Swift have in common?
Absolutely nothing, but here’s what our industry can learn from her bejeweled success💎

Image © Cosmopolitan Magazine Online

We love an exclusive invitation. We joined New Brunswick Deliciously Canadian to experience firsthand how their influencer activations doing the above-and-beyond work of actually connecting consumer to source.

🔥HOT TAKE : Don’t try to make seafood the star this holiday season. Let turkey and ham have their moment and stage a sweeping takeover of the appy table.

We believe the coexistence of wild and farmed seafood is a vital part of building a sustainable future for the seafood industry. One side cannot do it alone - we need both.

In this essay we will…

Before we set out on any venture, be it for a 'boots-on-the-ground' storytelling expedition or a video call to connect with a new client, we chart our course according to our values. Learn more about what guides our direction, actions, and approach to elevating the seafood industry.

“No, this fish was not caught today.”

But how to do you say to a customer without giving them the ick?

In Part 4 of our Seafood Supply Chain Communications series, we're tackling the high key critical role that front-line staff play and how it can make or break the customer experience.