“Wild Alaska Seafood, ‘Wild Ben’ Stein and The Food Network Cast a Wide Net with High Impact Ad Campaign”
The Alaska Seafood Marketing Institute Takes Sustainability Message to the Airwaves
 

Seattle, Washington, September 25, 2006 – The Alaska Seafood Marketing Institute (ASMI) will launch a consumer television advertising campaign on The Food Network beginning September 25, 2006.  The campaign is designed to promote wild and abundant Alaska seafood and prompt consumers to “Ask for Alaska” the next time they visit their favorite restaurants and grocery stores.  ASMI is reaching out to foodservice and retail customers like never before; and has contracted with television/movie actor and comedian, Ben Stein, to deliver its sustainable message and promote the benefits of wild Alaska seafood.  To view these spots please go to www.alaskaseafood.org/tv_ad <http://www.alaskaseafood.org/tv_ad> .  
 
ASMI has a long history of providing its foodservice and retail customers with strong merchandising programs to drive sales of wild Alaska seafood.  These efforts have been and will continue to be strengthened through highly compelling consumer print advertising campaigns. Now ASMI casts an even wider net by fortifying these efforts with this series of commercial spots airing on The Food Network.  These spots are designed to inform, educate and entertain…and “Wild Ben’s” deadpan humor entertains with just the right amount levity when he reminds us to, “Grab a fork, there’s a lot more out there.”
 
In an effort to keep messages consistent across all consumer, foodservice and retail markets, ASMI has created 30- and 15-second versions of three spots: All-Species, Salmon and Crab. These spots will air from September 25 through November 27, 2006 and will coincide with the fall and winter/holiday season.  The media buy has been finely targeted and coverage includes prime time, prime access, daytime, early fringe and weekends.  
 
The Food Network viewer is well aligned with the wild Alaska seafood customer.  The primary target customer is female, age 35 to 54 with an annual household income of $75,000 or above and she has a college degree.  She is a time pressed cook that wants to feed herself and her family a healthy, nutritious diet.  She cooks and or assembles these family meals when she finds time; and she is likely concerned with environmental causes.  
 
 “Grab a Fork” crab posters are also available to foodservice establishments and retail seafood counters for the upcoming holiday crab season.
 
Alaska is the pioneer of sustainability. Since acceptance into the Union in 1959, Alaska has been the only state in the nation whose constitution mandates that “Fish…be utilized, developed and maintained on the sustained yield principle.” This long-term dedication to sustainability has resulted in keeping the world stocked with a continuous, ever-replenishing supply of wild seafood.  Indeed, Alaska's effective and precise fisheries
management practices are considered a model for the world.
 
The Alaska Seafood Marketing Institute is the State of Alaska’s official seafood marketing arm. It is a public agency of the State of Alaska, funded by the Alaska seafood industry and federal grants. ASMI promotes Alaska Seafood throughout the U.S. and in 16 other countries.  ASMI also provides education and training to the seafood industry in food safety and quality assurance practices.  Please go to www.alaskaseafood.org <http://www.alaskaseafood.org>  for more information.

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