The Catfish Institute Austin Campaign

The Catfish Institute Austin Campaign

Overview

The holiday season is a time when friends and family gather for celebrations – often centered around food. While turkey and ham are staples on many tables, The Catfish Institute wanted U.S. Farm-Raised Catfish to be in the mix in order to boost holiday catfish consumption rates. The versatile fish is easy to prepare and a great option to add to holiday celebrations.

The goal of the campaign was to be in the consideration set for Austin consumers and drive increased website traffic and awareness about the fin-fish.

Insight

Holiday traditions and menus are established, so instead of asking people to replace their ham and turkey, we focused instead on giving consumers new options for appetizers.  

The holidays are not just about hosting one large meal but having friends and family over for more casual meals. All this entertaining can leave people scratching their heads about what to serve and looking for easy and quick options. Using a multitactic, targeted approach, we gave Austinites quick dinner ideas sure to impress even their pickiest relative.

Approach

Because Texas is the number one state in terms of catfish consumption, but number eight in terms of per capita sales, we identified the state as a high priority. Austin, one of the top Foodie cities in the country, sets many of the food trends in the state and the South. Getting influential Austinites to add U.S. Farm-Raised Catfish to their holiday celebrations would have a multiplier effect across the state and the region.

Leveraging and expanding on the recipe-based assets Ramey was using to drive consumption rates in other areas, Ramey positioned key recipes in front of consumers in the midst of their holiday meal prep and planning, sending them to a landing page featuring a curated collection of existing recipes such as appetizers, family-focused main dishes and dishes that felt special and celebratory.

Outcomes

increase in website traffic from the Austin area over previous month.
lift from Austin visitors to the website in the months after the campaign (YOY Austin Traffic from Jan, Feb 2018 to Jan, Feb 2019)

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