In 2010, Butin was retained by the National Fisheries Institute’s Shrimp Council to execute a multifaceted awareness campaign aimed at dispelling myths about shrimp, enhancing shrimp sales, and generally educating Americans about the positive attributes of shrimp, including its ease of preparation, nutritional benefits, and delicious taste.
From extensive preliminary research, we learned consumers and the news media obviously loved shrimp, but they wanted to know more about its ease of preparation, versatility and affordability, as well as some tips for dining out, shellfish-style. To assist and guide them, we launched “Pretty Big for a Shrimp,” an integrated campaign that continues to drive national awareness and purchase of this delicious little protein.
The campaign has encompassed a host of initiatives, including trade and consumer media outreach, brand alliances – with national powerhouses like Weber, OXO, McCormick, and Reynolds Kitchens – and several dynamic influencer partnerships, led by a four-year collaboration with Damn Delicious, one of the most-prominent food tastemakers in the space.
We’ve developed and managed a number of seasonal social media campaigns for Pretty Big for a Shrimp – the brand’s Facebook channel alone has accumulated an army of passionate followers, with engagement rates far above industry averages.
And shrimp continues to make news across the board, with an untold amount of feature coverage by the media and endorsements from hundreds of leading taste influencers. It remains our mission both to keep shrimp in the headlines and to catapult it into pivotal conversations across all channels. The ongoing cultivation of consumer interest and loyalty will help shrimp retain its position as the No. 1 seafood in America, and awareness is the key.