Many think "sardines" are just canned fish best served on a cracker. In reality, sardines are a healthy and versatile fish that can be used in everything from snacks to desserts. They’re nutrient-rich, sustainable, and easy to prepare—the perfect "superfood" to appeal to young consumers concerned with both health and environmental issues.
That’s the insight behind the campaign that UMarketing developed for Season Seafood, a leading brand of canned sardines for over 80 years.
Positioning sardines as a healthy and environmentally friendly alternative to tuna and other meats, we developed a witty and fresh new website for Season Sardines. To ensure a successful launch, we rolled out a new Facebook presence for Season, complete with sharable infographics, parody movie posters, and a "Season Sardine Week" Facebook campaign playing off the Discovery Channel’s popular "Shark Week."
Our campaign resulted in a 37% increase in site traffic year over year, with traffic from search up 50% and social increasing from below 0.5% to over 7% of traffic. Additionally, Season Sardine Week generated over 20,000 new Facebook brand page likes, reaching over 410,000 people in 10 days.