2024 Marketing Projects - Update
Our mid-term BuyBC report has been submitted. Funds requested this reporting period: $40,824 (Cost to project: $58,320)
The Salmon Celebration for a Media Audience
We collaborated with a PR company to organize an event aimed at educating attendees, fostering brand awareness, and sustaining interest in wild BC salmon throughout the summer. The event hosted 24 media representatives, including chefs Robert Clark and Julian Bond, who created recipes to showcase the versatility and importance of wild BC salmon. The media reach was fantastic, amplifying the message and engaging a wide audience.
Designated media page: https://www.bcsalmon.ca/salmon-celebration-for-a-media-audience
Media reach: 24 reels with the average reach 2,500 views per post
Wild Salmon Celebration
The Wild Salmon Celebration was a 3-day campaign held across 9 restaurants, coordinated with the Chef’s Table Society to showcase wild BC salmon. We worked with a diverse range of establishments, including casual and fine dining, to reach new demographics and promote local, sustainable seafood. Promoted extensively on social media, the event highlighted participating restaurants and dishes, amplifying its reach and engagement. By featuring wild BC salmon on menus, the initiative aligned with the BuyBC movement, increased consumer awareness, and strengthened demand for wild BC salmon.
We recently faced a stock shortage of our Salmon bags but took the opportunity to reprint them with the BuyBC logo, ensuring this project aligns with the program’s requirements. A total of 16,500 bags were printed, and we’ve already distributed 7,000 bags (14 cases). Our new distribution system with Foodpak has proven to be more efficient, significantly reducing shipping costs.
Brand Ambassadors
One of BuyBC's latest initiatives involves collaborating with Brand Ambassadors to promote and educate about local products. We’re excited to announce that we are working with three ambassadors. The first, Melissa Collier, created the "Boat School" series to educate audiences on wild BC Salmon. All video content she produces undergoes an approval process with BuyBC before being shared as a collaboration post. Below are the links to the featured posts.
Did you know commercial fishers actively participate in fisheries science?: https://www.instagram.com/p/DBb9DXZSeUv/
Ever wondered why buying fresh salmon off the dock is so tough?: https://www.instagram.com/p/C_UDURoydfM/
What is Salmon Trolling? https://www.instagram.com/p/C_1VyliylDc/
Meet a BC fishing family: https://www.instagram.com/p/C_d_B3cyhRQ/
Remaining projects
We have two remaining projects to complete with BuyBC: two additional Brand Ambassador collaborations and a separate $1,200 paid media content initiative. These projects are scheduled for completion by the end of February 2025.
