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Louisiana Seafood.

When you know better, you eat better.

Practically speaking, domestic seafood is superior to imported seafood. The majority (90%<) of consumers prefer domestic seafood to uninspected imports raised without much oversight and with plenty antibiotics. Trouble is, that is what they think they are eating. So how do you correct a consumer misconception without depressing a marketplace? You engage emotionally with the industry and work the problem backwards.

fresh oysters and sauce on a bed of ice

There is pride in the Louisiana Seafood Industry. And there is a desire to support domestic fishermen and buy local. We partnered with the industry to mobilize these emotions and connect purchase to purpose. Because when you know better, you eat better. 

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The challenge was not having a better product. The challenge was getting people to care.
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ad for louisiana seafood featuring half of ad with man fishing and other half of ad with fish on dinner plate
ad for louisiana seafood featuring half of ad with man playing accordion and other half of ad featuring tacos on plate ad for louisiana seafood featuring half of ad with man holding fish and other half of ad with fish on dinner plate
ad featuring red fish caught on fishing line and with fish hooks ad featuring crab caught on fishing line and with fish hooks ad featuring gulf shrimp caught on fishing line and with fish hooks
ads featuring oysters and other seafood