Introduction
Following the 2010 Gulf oil spill, the Florida Department of Agriculture and Consumer Services (FDACS) received funding from BP to conduct a marketing campaign aimed at restoring consumer confidence in Gulf-caught seafood. In early 2012, FDACS contacted the PIE Center to evaluate the department’s Gulf Safe campaign that was created with the BP money.
To conduct a communications audit, PIE Center researchers requested and received a representative sampling of print, promotional and sponsorship materials used in the Gulf Safe campaign to communicate about seafood. Researchers also evaluated the websites and social media presences of the FDACS Bureau of Seafood & Aquaculture Marketing, which created the campaign. These materials were reviewed and analyzed for consistency, usability, messaging strategies and effectiveness.
Key findings
The campaign appeared to target multiple groups of consumers, including those inside and outside of Florida. Adding to the confusion, five different logos appeared throughout the campaign. This large number of logos lacked consistency and made it difficult for the campaign’s brand to achieve salience. Also, the logos looked similar to popular brands such as Guy Harvey and Corona, meaning consumers were likely unable to identify the campaign.
The messaging strategies showed little connection between Gulf seafood safety and Gulf seafood consumption. Messages such as “enjoy with confidence” were used to boost consumer confidence, but might have actually discouraged confidence by suggesting Florida Gulf seafood was ever unsafe or not to be trusted.
Throughout all communications materials, the Gulf Safe campaign did not achieve personal relevance with consumers. Artistic elements did not include members of a target audience with the Gulf seafood, leaving potential consumers nothing to connect with. Previous PIE Center research has shown that if a consumer doesn’t personally connect to a certain message, the message becomes irrelevant and unmemorable.
Recommendations
In order to accomplish the original campaign objectives, the campaign would first need to develop a cohesive message explaining that Gulf seafood is safe, plentiful and unaffected by the oil spill. This message should be displayed through all campaign materials and should bring about a call to action for consumers to have confidence in the purchase of Florida’s Gulf seafood. Without a call to action, a consumer has no responsibility to change their buying habits.
Because more than two years have passed since the spill, campaign objections could be modified to focus more on stimulating seafood consumption and purchase overall, as opposed to the need to restore confidence.
To accomplish this, FDACS should consider what objectives are most important. The objectives should be clear and specific, as well as include goals and method to measure progress.
One specific logo should represent the campaign. PIE Center researchers suggested the Fresh from Florida Seafood logo, which does not compete visually with brands like Guy Harvey or Corona. The logo supports the overall FDACS brand and would inspire a more cohesive and recognizable campaign.
FDACS should also specify a target audience (i.e. adults who are primary food purchasers). Further segmentation would also be needed to maximize the ability to use media most effectively. FDACS should identify which messages appeal to the segmented target audience. This can be accomplished by conducting research with audience members to identify what resonates within the campaign objectives.
This project was part of the Gulf Safe series. Learn more by visiting Seafood marketing and consumption focus groups, a similar project in this series.
