Genuine Alaska Pollock Producers: Sleighing the holidays with Surimi Seafood

Seafood association Genuine Alaska Pollock Producers (GAPP) ran a data-driven, influencer-led campaign to increase awareness, consideration and purchase of surimi seafood.

Background Research/Insights & Objective

Through consumer research, GAPP determined that consumers are not knowledgeable about how surimi seafood is made or its ingredients.Consumers often associate imitation crab with being unnatural, processed or...

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