Prevention Magazine: 03 at the R3

Cultural Insight

As a title sponsor of the Prevention Magazine Refresh-Revive-Reinvent (R3) Conference in Austin TX, I seized opportunity to educate attendees about the benefits of including high Omega 3 (O3) Wild Planet salmon into their diets as an essential nutrient to support brain health – the global focus of the conference.

What I Did

Created a cooking demonstration activation for event attendees spotlighting the Omega 3 content in Wild Planet Sockeye Salmon as a key product attribute, as well as communicating supporting attributes of outstanding taste, ease of use and overall product versatility. 

To drive interest in this activation, I ideated a side-by-side cooking challenge executed by two local, notable chefs preparing their original salmon recipes on stage for a live audience of conference attendees. The chefs delivered scripted, key product attributes during the competition while entertaining and engaging attendees.

Both recipes were sampled to the audience accompanied by printed recipe cards, product samples to take home and educational materials to reinforce brand and spur future sales. 

How It Went

Attendees ranked this activation as a top favorite of all programming at the R3 Conference, driving social engagement, brand awareness, and purchase intent.

Tuna Takeover: A Lunch & Learn Program

Cultural Insight

The concept of Lunch and Learn offered Wild Planet an effective, targeted method for communicating brand attributes and differentiators to top media and other key target audiences — on a shoestring budget.

What I Did

I created the Tuna Takeover program as a grass roots, low budget sampling program to generate editorial coverage for the brand’s flagship product, Albacore Wild Tuna, leveraging incomparable taste, superior quality and sustainable sourcing. Executed at major media properties, this program brought writers and editors together around the table for a brand-sponsored free lunch.

Paired with a thought-provoking and interactive presentation focused on the brand’s use of sustainable fishing methods and the detrimental techniques competitive brands deploy, this unique and engaging event delivered large scale awareness and trial in a fun, social environment, which ultimately resulted in earned media coverage across the print and digital landscape.

How It Went

The additive Tuna Turn-In program prompted participants of the Tuna Takeover to “turn in” a can of their current brand of tuna in exchange for a free can of Wild Planet tuna.

The turned-in cans were then donated to a local food bank and Wild Planet matched the entire donation.

This highly visible program resulted in earned media coverage from Prevention, Organic Gardening, Natural Health Magazine, Backpacker and other major properties.

In addition to major media outlets, this program was executed at targeted consumer brands over the course of ten years including Clif Bar, Birchbox, OXO and others, building additional consumer awareness and driving purchase at retail.