Regional supermarket chain Hy-Vee drove seafood sales and increased customer awareness around seafood nutrition with a comprehensive promotional campaign this spring.
The Hy-Vee Healthy You Seafood Challenge campaign, sponsored by the Alaska Seafood Marketing Institute and Seafood Nutrition Partnership, encouraged Hy-Vee shoppers to consume two servings of seafood per week for four weeks. Participants had the opportunity to win a $100 Hy-Vee gift card.
The campaign promoted the nutritional benefits of seafood, especially fatty fish such as Alaska salmon, mackerel and tuna, which provide rich sources of omega-3 fatty acids, said Hy-Vee Corporate Dietitian Jenn Blaser, RD, LD. These nutrients enhance brain function and lower the risk of depression while boosting overall mood, she said, and they play crucial roles in heart health and reducing inflammation as well. Seafood also resonates with consumers as being an excellent source of high-quality, lean protein, she added.
Alaska seafood also provides other important nutrients, including B vitamins, vitamin D, vitamin A, and minerals including selenium, potassium, iron, copper and zinc.
Hy-Vee’s team of dietitians provided tips and cooking inspiration throughout the Seafood Challenge campaign, which ran from March 1 through April 30. The chain promoted the initiative using digital and in-store media, including point-of-purchase displays and other materials, as well as recorded audio messages.
“In-store flyers and intercom announcements heightened awareness of the program, contributing to a surge in sales at the seafood counter,” Blaser said. “Furthermore, the initiative instilled greater confidence in customers when purchasing and preparing seafood.”
The effort dovetailed with ongoing efforts by Hy-Vee’s seafood department to increase purchases and promote seafood consumption. The retailer, which operates more than 300 supermarkets across several Midwestern states, aligns its seafood promotional efforts with key events in March and April, including Lent, National Nutrition Month, and Omega-3 Day.
The Seafood Challenge initiative effectively encouraged customers to interact with Hy-Vee’s team of dietitians, resulting in increased engagement from existing and potential new customers, said Blaser.
To register for the Seafood Challenge, participants entered their name, email address and phone number online at Hy-Vee.com/Health. They would then begin receiving the weekly emails helping them track their efforts to eat two portions of seafood each week.
Recipes Include Alaska Seafood
Key elements of the campaign involved sharing recipes featuring wild-caught Alaska seafood. These recipes included not only cooking tips and meal inspiration but also nutritional information about the health benefits of seafood consumption.
In one of the weekly videos that Hy-Vee shared during the challenge, Hy-Vee highlighted the importance of essential nutrients such as omega-3 fatty acids, vitamin D and magnesium, and underscored the significance of seafood as a source of lean, high-quality protein.
Other messages during the campaign included tips for fitting seafood into a budget, such as buying in bulk, and the fact that seafood can be purchased fresh, frozen or in shelf-stable formats.
Magazine articles such as “Meal Prep Magic with Help from Your Hy-Vee Dietitian” also appeared in local publications. These articles discussed the benefits of including seafood as part of a well-balanced diet, in addition to recipes such as for the Everything Bagel Alaska Salmon Salad, made with Alaska Wild Sockeye Salmon filets.
“Working with seafood can be a bit daunting due to its delicate nature,” said Blaser. “By guiding customers through the process from purchase to the plate and helping them unlock the perfect balance of flavors, we can encourage them to incorporate more seafood into their diet.”
Hy-Vee also developed a series of weekly educational videos about seafood to help promote seafood consumption and encourage participation in the Seafood Challenge.
“By combining these educational resources with delectable recipes, we emphasize the numerous health benefits of consuming seafood, including its rich reserves of omega-3 fatty acids for heart health, high protein content for muscle support, and diverse essential vitamins and minerals for overall well-being,” said Blaser.
The retailer’s dietitians were able to provide recipe modifications and meal-planning tips to maximize the health benefits. For example, one of the weekly videos during the challenge highlighted healthier cooking methods such as baking, grilling, and air-frying.
In one Hy-Vee “Wellness Wednesday” video posted online in March, Julie Gallagher, MS, RD, LD, a Hy-Vee dietitian, discussed the importance of eating two, 4-ounce portions of seafood each week. She cited the high protein content of seafood as well as its status as a source of iron, vitamin D and omega-3 fatty acids, emphasizing their role in reducing inflammation, among other benefits.
She suggested seafood recipes, including one for Hot Honey Alaska Cod with Seven-Grain Salad and another for Alaska Salmon with Vegetables. Gallagher cited Alaska seafood not only for its nutritional content but also for its sustainability.
Hy-Vee dietitians also incorporated information about the benefits of Alaska seafood into other general nutritional articles. One article in The Gazette in Cedar Rapids, Iowa, and other publications focused on the importance of getting children started on eating a healthy diet, which should include protein sources such as seafood.
“Did you know that nearly 60% of all seafood harvested in the United States comes from Alaska waters?” the article said. “Look for Wild Alaska Sockeye Salmon or Wild Alaska Cod for nutrient-dense protein sources the whole family will love.”
The Seafood Challenge campaign was also supported by the Seafood Nutrition Partnership, which supports seafood consumption with its “Fall in Love With Seafood” campaign and other initiatives. (In fact, promotional materials for the Hy-Vee Seafood Challenge invited consumers to “fall in love with seafood” during the campaign.)
The Seafood Nutrition Partnership also offers additional resources for consumers and other groups, including health professionals, and conducts a yearly State of the Science Symposium that takes an in-depth look at the latest scientific research on the nutritional value of seafood.
For more information, nutritional data, recipes and inspiration, visit Alaska Seafood.
