Work

Fresh strategy. Fresh content. Fresh users.
120% increase in traffic.

U.S. Farm-Raised Catfish enjoys a very loyal and loving fanbase. But as they expanded their reach from their core southeastern states, they also needed to expand their appeal. When it comes to winning catfish converts, there are two main obstacles:

1) misperception that “catfish” equals “fried”
2) cheaper, less-regulated imported fish

Ramey developed the “Refreshingly Fresh” campaign to showcase U.S. Farm-Raised Catfish’s quality, versatility, and easy-to-cook (and not fried) recipes. U.S. catfish farmers adhere to the strictest quality control guidelines. The U.S. Farm-Raised Catfish seal is assurance you are getting the freshest, healthiest fish available.

In addition to the messaging and creative assets, Ramey’s in-house media team developed and deployed an integrated, omnichannel strategy. A campaign landing page featured recipes ranging from catfish tacos to catfish sate.

The launch drove a 120% increase in website traffic quarter-over-quarter in 2024, with 86% of that growth coming from paid media. The media campaign generated over 8 million impressions and 80,000 landing page views, the majority of which were attributed to Refreshingly Fresh. Engagement was strong, with uscatfish.com/fresh/ being the most visited page and Get Recipes and Print Recipes as the top-clicked links, reflecting a deep interest in recipe content and incorporating catfish into home meals.