Choose Canadian Seafood

The Choose Canadian Seafood (CCS) Taskforce wanted to raise the profile of Canadian seafood and expand their domestic consumer base. With a website launched in 2022 to serve as the campaign hub, their overall objective was to increase seafood consumption in consumers from 1-2 to 3-4 times per month. 

SJC created a multi-faceted awareness campaign leveraging two of our media brands, Today’s Parent and Châtelaine. This strategy ensured coverage across both English and French-speaking communities, maximizing CCS’s exposure to its target audience: millennials with children. 

The campaign included the following components:

• Video Series: Recommending a video series anchored with Today’s Parent that extended to Châtelaine, we partnered with a dietician named Noelle Martin (@motherhoodandmeals) to create a series of seafood recipes. 
• Branded Content Articles: SJC’s branded content team crafted three articles focused on weeknight dinner inspiration that each included a recipe, the video and a link to chooseseafood.ca for more inspiration. You can check out the articles here:  Weeknight Evenings Just Got Easier with This Sushi Bake, Try This Crowd-Pleasing Crab Dip and Make Restaurant-Quality Lobster Mac And Cheese At Home.
• Social Media Promotion: We ran recipe-specific content on Instagram, Facebook and TikTok, like this video for crab dip. ‍
• Digital Ads: These included Run of Site (ROS), in which Choose Canadian Seafood recipe ads were displayed across todaysparent.com and fr.chatelaine.com, as well as roadblocks on both sites.

Within the first two months, the campaign reached 65,000 article views, 1.8 million Facebook ad impressions and over 733,000 TikTok views.The campaign achieved high levels of engagement with Today’s Parent and Châtelaine audiences, driving users to chooseseafood.ca and effectively raising the profile of Canadian seafood as part of family-friendly meal planning.