Making a Big Splash with a National Seafood Watch Ranking

Verlasso is a brand of farmed Atlantic salmon, raised in harmony with nature and with adaptive farming practices that address the industry challenges.

Verlasso salmon earned the coveted “Good Alternative” buy ranking from the Monterey Bay Aquarium® Seafood Watch® program, making it the first and only ocean-raised farmed salmon to receive this ranking.

Client
Services
Media Relations & Influencer Marketing
Digital Marketing
Social Media Marketing
Integrated Marketing Communications
Industry
Premium Food & Beverage
Awards
PRSA/Colorado Silver Pick
Verlasso Salmon

CHallenge

How could Verlasso spread the word about its new ranking to overcome long-held, negative stereotypes about farmed salmon and convince target audiences – media and seafood buyers – that its salmon is a thoughtful, healthy, sustainable and delicious choice?


Solution

Linhart PR created a ripple effect of positive results from the ranking by conducting national, local market and trade media outreach; building engagement with influencers; landing speaking engagements; and tapping owned channels to share the news and grow online traffic and engagement.

Verlasso Recipe

Results

The announcement secured 40 news stories and 12 million+ impressions and helped Verlasso reel in several new retail partners. Among the results:

  • National headlines: Linhart PR worked with USA Today to break the ranking news in a half-page Life section spread. Gannett papers in Delaware, Maryland, New Jersey and Wisconsin also ran the USA Today story. The Washington Post (on its front-page food section) ran a three-story farmed salmon series, highlighting Verlasso, the ranking and where to buy the fish – a series Newsday also published
  • Online visibility: Salon.com (2.1 million unique monthly visitors) featured the ranking news, and Verlasso Director Scott Nichols will appear in DailyMeal.com videos touting Verlasso’s sustainability and the ranking
  • Local markets: Linhart PR landed stories in key Verlasso retail markets, including the Houston Press, KQED Public Radio San Francisco, Sacramento CW and San Diego Examiner
  • Influencers: Following the ranking, Linhart PR booked Verlasso introductory meetings with well-known dieticians, trainers and additional top-tier, national media outlets like Bon Appetit and the Wall Street Journal
  • Speaking engagements: Ranking news helped Verlasso secure speaking slots at the Chefs Collaborative Sustainable Food Summit and the Economist World Ocean Summit
  • Social channels: Facebook and Twitter fans, website visits, newsletter subscribers and open rates also increased exponentially – and remained high – following the ranking
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