To develop a new consumer audience for client ASMI, mk² launched a targeted campaign to reach students at universities and technical culinary colleges in Germany and France. For most students, this is the first time they have been responsible for grocery shopping and cooking. Introducing this audience of first-time shoppers to Alaska Seafood can quickly turn them into lifelong consumers.
mk² developed print and online materials that were distributed to freshmen students during their first week of school. 210,000 brochures highlighting the healthy and sustainable attributes of Alaska Seafood were distributed alongside easy-to-cook recipes using less expensive products such as Alaska pollock and surimi. As a kick-off to the event, the Alaska Seafood food truck served samples at several of the universities.
Across 130 German universities, an educational video about Alaska Seafood was screened in entrance halls and cafeterias, reaching 3 million students in total. For students at technical culinary colleges, special Alaska Seafood classes and workshops took place.
In both markets, the campaign reached more than 1.3 million students, converting first-time shoppers to regular consumers of Alaska Seafood. The promotion put a spotlight on lesser known species and affordable seafood products, perfect for students on a budget.