Seafood is Not the Center of Attention *gasp!*
As we approach the holiday season it’s easy for us to think “how do we get people to ditch the turkey and go for seafood instead?” But is that really worth our time and energy?
We don’t think so.
American traditions for Thanksgiving and Christmas revolve around turkey and luscious honey baked hams. Turkeys for thanksgiving have been ingrained in our minds since tracing our hands in kindergarten and putting googly eyes on the thumb. It runs deep. So as much as some of us may WANT to ditch the dry and often uninspiring poultry as the center of the plate, the truth is, it’s a reality we must contend with if we want to stay in Grandma’s good graces.
So instead of thinking “swap the feathers for the filet” we should be thinking “what's the appy? What's the side? How do we make seafood the trusty sidekick to the star of the show and win the statue for the best supporting role this holiday season?”
While marketing is all about figuring out how to stand out, it’s also about knowing when to stay in your lane. The center of the plate during these holidays is not our lane, and tha’s OKAY. So instead of wasting your time and energy convincing people to do something that they inevitably wont (the definition of a bad ROI), try pivoting to something they likely will - smoked salmon dip anyone? Seared bacon wrapped scallops? Surimi cocktail? Seacuterie and wine pairings? Besides, we all know the appetizer table is where we fill up to avoid having to choke down a full serving of the ol’ bird.
Another reason to reconsider your comms this holiday season, Millennials and Gen Z think self-awareness is cool. Imagine an ad that deliberately tried not to sell seafood in the way you’d expect. Imagine if it was funny. A little self deprecation now and then can go a long way (see: every successful comedian to ever exist).
A seafood ad that praises a plump turkey and owns its place on the grazing table with pride could actually pique intrigue, and is far easier for your audience to accomplish than the tradition-shattering task of swapping the poultry for salmon. Nan stays contented, the snack table is a seafood hit, everybody wins. Now this is the kind of holiday we’re here for.
