The Deepwater Horizon oil spill has dramatically effected the perceptions of Gulf Seafood throughout the country. The already strapped industry is struggling to recover from the tidal wave of negative press. While time is the best medicine to heal the fissures between perception and reality, the entire seafood industry has none to spare. As April 20th loomed heavily on the horizon, Big decided that something must be done to counteract the impending uncertainty and negativity from the anniversary of the spill. So our team devised a plan to facilitate the creation of a grassroots movement to help galvanize support from the different organizations that all share the same goal: counteract misinformed perceptions and once again communicate the value for the premium quality of trusted, tested and delicious Gulf Seafood and create strong demand for it, nationwide. This campaign launched on Sunday, April 10 of this year.

Following the anniversary creative, we launched a second series of ads that were designed to stimulate appetite appeal and to help the restaurants, fishermen and tourism industry of the Gulf Coast move beyond spill concerns.