The Catfish Institute: Stanley Cup Campaign

The Catfish Institute: Stanley Cup Campaign

Almost as stunning as the notion that sunny Nashville, Tennessee, is home to one of the NHL’s top hockey teams is the Predator fan tradition of tossing catfish onto the ice during games.

Insight

In 2017, the Nashville Predators made it to the Stanley Cup Finals. Once the series against the Pittsburgh Penguins was locked, The Catfish Institute and Ramey quickly formed a social media partnership with the Predators to capitalize on their unique brand of fan spirit.

Approach

Appropriating the national spotlight of the NHL Finals, Ramey developed a social media campaign urging Predators fans to try new catfish recipes instead of just tossing it on ice.

Outcomes

U.S. Farm-Raised Catfish was catapulted into the national conversation.

Views per minute during the 62-hour digital video campaign
Click through traffic were unique new visitors
Hours of video views

Related POVS