Educating and Changing Perceptions Through Owned Content

Linhart PR expanded Verlasso's owned online channels to effectively tell its story -- that not all farmed salmon are created equal and Verlasso salmon is a delicious, sustainable option for fish lovers. Verlasso also established itself as a sustainable aquaculture thought leader and source for food news.

Client
Services
Digital Marketing
Social Media Marketing
Integrated Marketing Communications
Industry
Premium Food & Beverage
Awards
PRSA/Colorado Gold Pick
Verlasso Chef

CHallenge

The farmed salmon industry has historically been faced with issues related to overcrowded pens, overuse of antibiotics, and depletion of feeder fish that are essential to the ocean’s natural food chain. Linhart PR was tasked with helping Verlasso drive sales by overcoming long-held stereotypes to convince target audiences – chefs, distributors, retailers and consumers – that Verlasso farmed salmon is a thoughtful, healthy, sustainable and delicious choice.


Solution

Verlasso had a blog, but content and posts were limited and did little to drive engagement. Through a carefully planned content strategy designed to position Verlasso as a thought leader, highlight Verlasso’s differences from competitors, share company news and connect with all audiences through a mix of business-to-business and business-to-consumer content posted three times per week, Linhart PR successfully grew the blog to become the “homebase” for all of Verlasso’s digital communication efforts. With posts ranging from interviews with retailers and chefs using Verlasso; recipes with beautiful photos; salmon cooking tips; the most current food trends; industry news; and more, Verlasso was ready to start pushing out its content. The Linhart PR team shared all blog content via Facebook, Twitter, Pinterest, and through a bi-weekly e-newsletter, driving visibility and engagement. Paid social advertising helped give Verlasso’s strong content an extra boost.

Verlasso Salmon
146%

Traffic increase

65%

Growth in Newsletter Subscribers

1,238%

Increase in Facebook Fans

Results


Owned blog content allowed Linhart PR to spread Verlasso’s story -- that not all farmed salmon are created equal and Verlasso salmon is a delicious, sustainable option for fish lovers -- across all online channels and to all target audiences. In addition, Linhart PR helped establish Verlasso as a sustainable aquaculture thought leader and source for food news. These results were achieved in a one-year period:

  • Increased traffic to Verlasso.com by 146%
  • Grew e-newsletter subscribers by 65%
  • Increased Facebook fans by 1,238% and reached more than 1 million unique users
  • Grew Twitter followers by 140%
  • Changed fan perceptions online
  • Connected with key sales prospects and kept Verlasso top of mind
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