With seafood prices finally coming down from their pandemic and post-pandemic highs, now is the perfect time to promote.

And when it comes to seafood, few messages resonate better than those touting the category’s health benefits.

In fact, the Seafood Nutrition Partnership’s Fall in Love with Seafood campaign has been so successful, the non-profit has expanded it beyond its initial focus on the first half of 2024 and will continue to grow it in 2025 and 2026.

Following successful efforts at H-E-B, Hy-Vee, and Weis Markets during the first half of the year, Seafood Nutrition Partnership partnered with Harris Teeter and Publix to launch the Fall in Love with Seafood campaign in their markets in September and October.

The expanded effort is featured in more than 1,375 Publix stores and 270 Harris Teeter locations throughout the southeastern and mid-Atlantic regions. The campaign aligns with the partnership’s mission to encourage Americans to eat seafood twice a week to live happier, healthier, and smarter lives.

“The eye-catching imagery compels consumers to ‘Fall in Love with Seafood’ and to take advantage of the health benefits seafood offers along with a myriad of delicious species and recipe options,” said Linda Cornish, founder and president of Seafood Nutrition Partnership.

The aim of the campaign, she said, is to continue to drive seafood consumption as well as strong return-on-investment for the suppliers, brands, and retailers supporting the campaign. To date, the promotion has returned an average of $4 for every $1 invested in marketing.

“The strategy is to reach current seafood consumers in retail partner markets throughout their day to remind them how delicious, nutritious, and easy-to-prepare seafood can be. The plan spans social and digital media including paid search, META ads, programmatic, and recipe integration as well as out-of-home, influencer, in-store flyers, in-store signage, and promotions,” said Sarah Crowley, the group’s vice president of marketing and communications.

“We are excited to bring this consumer campaign to market during National Seafood Month,” said Guy Pizzuti, seafood director at Publix. “We are proud to highlight seafood and messages that resonate with our customers. Through the collaboration with SNP and our suppliers, we believe we will grow the category and gain valuable learnings for future campaigns.”

The campaign will continue with seafood suppliers and retail partners nationwide throughout 2025 and 2026, according to the non-profit.

H-E-B will repeat and expand their successful 2024 campaign in January 2025 as well as planned Q1 efforts at Stop & Shop and Harris Teeter.

Seafood Nutrition Partnership (SNP) is the leading 501(c)(3) nonprofit organization in the U.S. that builds awareness of the health and nutritional benefits of seafood.

The group addresses the country’s public health crisis through education programs that inspire Americans to incorporate more seafood and omega-3s into their diets for improved health per the USDA Dietary Guidelines.