Selling Seafood on Radio

OK, I'll say it: I like this spot.

It's the third iteration of a commercial we created a couple years ago to build awareness and increase traffic for the fresh seafood department of a hometown supermarket. We changed some of the copy around late last year and relaunched it at the beginning of the Dungeness Crab season.

Our research identified two consumer touch points for the commercial: product freshness and variety of choice. (Living in a coastal state with a high quality fishery, most consumers have high expectations where both are concerned. Seattle-area restaurants probably set the standard in this area, providing a frame of reference generally shared by local seafood lovers.)

Interviews with the seafood manager yielded details concerning the process and timetable for getting fresh fish and seafood to the store. We decided simply to convey this information as demonstrable proof of the store's assertion that their seafood was, in fact, the freshest available.

Response from listeners and shoppers to the ongoing seafood campaign continues to be favorable. (In fact, the feedback was sufficiently positive that I briefly considered entering the spot into this year's Radio-Mercury Awards competition.)

Looking over my past few posts, I realized that I'd neglected putting up any commercials recently - one of the main purposes of this blog. So, let's fix that now and share a spot for seafood.

I'm ready for dinner.