The Challenge
To change consumer perception about Louisiana seafood following the Deepwater Horizon oil spill.

Our Thinking
To promote Louisiana’s six distinct fisheries inclusive of crab, finfish, oysters, shrimp, alligator, and crawfish.

Why It Worked
Graham Group featured fishermen and chefs on TV, outdoor and print to build confidence and loyalty among Louisianians by putting a “face” on our seafood community. Messaging included a call to action asking consumers to “Demand It” in retail stores and restaurants.  We executed social media efforts, a variety of special events and developed Louisiana Seafood websites to engage with key audiences. At the height of the spill, 90 percent of consumers surveyed expressed concern about the safety of Louisiana seafood. Following these campaign efforts, that figure dropped by 30 percent.