Seattle-based creative agency Cole & Weber United recently announced a new campaign for Trident Seafoods (in particular, their number-one selling salmon burger). The integrated campaign includes OOH, radio, digital banners and a Web site (www.startwithsalmon.com). Right now the campaign is running in two key markets where Trident has expanded distribution: Minneapolis and Tampa. However, there are plans to roll out a national campaign.
Burger-culture is on the rise. Pick up any food magazine and they’ll show you how to make a burger out of something. Yet, salmon burgers aren’t as popular. Cole & Weber wanted to change that. And it meant doing more than just showing people what a salmon burger could go with.
When we think ‘burger,’ we immediately conjure up the sight, smell and taste of ketchup, mustard and pickles mixing with the beefy juices of the burger…Yum. But wait: not with the fishy taste and smell of salmon. It’s confusing, and unappetizing.
Yet we don’t have the same problem with the idea of grilled or pan-fried salmon fillet. Or even grilled salmon fillet in a nice toasted baguette. With a little red onion, tomato, crisp lettuce and butter; maybe even a bit of sweet mustard, avocado… and yeah, bacon would be good with that, too. Especially if the salmon is a bit blackened or had some spice rubbed into it. Now we’re yum again.
This campaign celebrates, educates, and makes mouths water around the possibilities of what could happen when you start with a salmon burger.
Check out some audio from the campaign: XXCL7401_Bear_30