For the last 30 years, Salmon Chile has united the principal companies producing and supplying Atlantic and Pacific salmon.
Despite following all international standards, the sector faced a challenge during the Covid pandemic following an outbreak at a Beijing-based fresh market.
We developed a crisis management strategy to reassure both retail partners and consumers.
To better understand the outbreak perception from all stakeholders, we organised a qualitative workshop with industry partners, chefs, and end-consumers.
The defined strategy built connections between the pure and fresh waters of Antarctica, as a guarantee of quality and safety.
We developed a logo that guaranteed the origin of the product and became a core visual message of this campaign. Together with the association, we implemented the logo on Chilean salmon packaging, restaurant storefronts, and other promotional materials.
We combined existing footage and localised content to frame the narrative within our strategic messaging.
We massively promoted with KOLs to introduce new in-home cooking methods, and worked with recognised chefs to address the industry. We further populated the digital landscape with extensive P.R. messaging.
Within two weeks, we transformed all social media and Baidu search queries, restoring a positive and safe message about the salmon industry in general, and Chilean salmon in particular.