Casting the Net : NB Deliciously Canadian Shows How Engaging Influencers is Expanding and Elevating Their Brand

Seafood needs to be experienced, not just talked about.

When New Brunswick Deliciously Canadian launched their rustic tide-to-table seafood influencer activation this summer, they made it clear that they understood the assignment.

InnaSea Media had the chance to experience this signature seafood activation while on an expedition to the province of New Brunswick to learn more about the newly opened redfish fishery.

This event brought together selected influencers and chefs to indulge in an evening highlighting local ingredients, with a spotlight on freshly reintroduced redfish, as a unique way to tell the stories of the food and bring people into the experience.

We know that the consumer demand for transparency, sustainability, and authentic stories behind food is growing. Brands that see influencer-driven activations as an essential tool for engaging audiences are leading the charge in expanding their reach to new audiences hungry for options.

New Brunswick Deliciously Canadian nailed it with this event so we’re sharing our key takeaways for you to swipe for your own seafood activations.

Seafood Activations = Reach

Let’s clarify things first - activations are more than just events. They are immersive experiences designed to bridge the gap between consumers and the product(s). Activations also present an opportunity to invite influencers into your world to experience your products in a unique, curated setting and showcase their interactions with your brand to their audiences, expanding your reach way beyond the folks you would be able to connect with in person.

Building Buzz: Activations generate buzz because they’re fun. Yes, sometimes it’s really that simple. Make it a good time and, if done right, they engage the senses allowing consumers to taste, see, and learn about seafood in a hands-on way that they’ll remember!

ACTIVE is the key word: Activations are meant to be interactive (active, activate, you get it). They allow consumers to engage with your product in real-time. This can look like sampling unique dishes, chatting with local fisherman, or volunteering as a helper in a chef demo. These experiences are designed to create lasting, immersive memories that deepen participants' connection with their seafood.

It’s the Real Stuff: People are craving transparency, and those senses that can be enchanted by your event have  become savvy at swiftly spotting fakes. Activations give you the chance to showcase the human side of the seafood industry, bringing the stories of local fishermen, seafood farmers, chefs, and food artisans to life with visuals, voice, and, of course, taste.

Where Influencers Fit In

In today’s digital age, influencers are key partners in expanding a brand’s reach. They’ve built their businesses through established trust with their audiences, and their followers look to them for recommendations that align with their values. When seafood brands collaborate with influencers, they gain access to a whole new pool of potential customers.

By inviting influencers to their seafood activation, New Brunswick Deliciously Canadian was able to significantly expand their reach, exposing their brand to new audiences far beyond those within driving range of the event while building a lasting culture of seafood among their immediate community.

Trust: Influencers serve as authentic voices in the marketplace. They’ve built their body of work on sharing their take on the world from their unique perspective, bringing credibility, personal recommendations, and real-life stories that resonate with their audiences.

Visibility: A well-planned activation, paired with influencer engagement, can take your message far beyond the event itself. From Instagram posts to TikTok reels, influencers help expand the narrative and spread awareness to broader and more engaged audiences.

Shareable: The content generated by influencers is gold for a seafood brand. Influencers can capture the essence of the activation, creating shareable content that then lives on the internet and continues to promote the brand long after the event is over.

Planning Your Seafood Activation Strategy & Story

Interested in planning a seafood activation of your own? Here are a few tips to consider:

The Right People in the Right Room: Look for influencers whose values align with your brand and who have an engaged, authentic audience. Explore their content and see if it resonates with the way you see your brand, and how you want others to see it as well.

Tell a Story: Why are you running this activation? To highlight your sustainability practices? Give attention to a new cooking style for your product? Whatever it is, make sure there is a compelling narrative behind your plan. Influencers excel at sharing stories, so give them a powerful one to tell.

Make it Interactive: Create moments during the activation that influencers can capture and share with their followers. Think hands-on cooking, meeting the seafood harvesters and  a unique presentation all wrapped into one event. Food that challenges them to get involved (any kind of shellfish is basically designed for this, you can’t not get involved) has a great  opportunity already built in. Take it beyond just a sit-down dinner and make it something story worthy.

Measure Your Impact: Define success early by setting measurable goals for reach, engagement, and conversions. Work with influencers to track key metrics such as social media impressions, follower growth, and event participation. Having this data in your sights will help you learn what works best for your brand and audience.

As we experienced with NB Deliciously Canadian, these activations can create authentic experiences that are personally memorable, oh so photo worthy, and packed with shareable stories at every turn. Combine the experience with influencer partnerships, and you have an unmatched opportunity to expand your brand’s reach to audiences far afield, while building a deeper connection with your local brand fans.

Thinking about how your brand can benefit from hosting a seafood activation? Drop us a message and learn how we can help you weave your brand through the event, shore up your story, and get the right influencers in the room.