Bristol Bay's retail marketing program, launched in 2016, has achieved significant growth over the years through collaborations with a wide range of retail outlets across North America. These partnerships encompass direct marketers, online platforms, independent local stores, regional chains, and national big box retailers. As of now, more than 15,000 stores have actively participated in our marketing program. Our promotional materials, including fishermen's recipe cards, videos, aprons, and more, effectively convey the remarkable story of the people and the region behind Bristol Bay sockeye salmon, and customers are responding positively. Notably, Bristol Bay branded marketing promotions have demonstrated an impressive 30% increase in sales value and a remarkable 60% increase in sales volume on average.

Influencer Campaigns

This year, Bristol Bay worked with 7 social media influencers to advertise the “Summer of Sockeye” and “Taste Wild Sockeye” campaigns, resulting in 13 new recipes, more than 3.5M views and 280K engagements. Click on any of the influencer-generated videos to see them on Instagram or Tik Tok.

Social Media Advertising

Besides curating social media content for a broad audience, the Bristol Bay Sockeye Salmon team specializes in creating social media advertisements for national consumers, including partnered retailer graphics and videos during promotional campaigns. Leveraging demographic, geographic, and interest-driven targeting, we ensure our promotions resonate with consumers near our retail partners. This meticulous strategy amplifies our reach and increases our ads' relevance, enhancing engagement and conversion.

Since October 2022, Bristol Bay Sockeye media coverage has garnered more than 4 billion impressions, with content featured in outlets like Forbes, TODAY, Parade, Allrecipes and many more. Scroll through and click on any article to read it in full.

Bristol Bay Sockeye’s Summer of Sockeye

Our Summer of Sockeye campaign is designed to motivate consumers to enjoy a healthy and versatile grilling option that satisfies their sockeye cravings after a record-breaking harvest in 2022. Assets include window clings and a Summer of Sockeye logo that can be added to fishermen retail videos, a Summer of Sockeye photo library, and a consumer landing page featuring delicious summertime recipes. Social media campaign assets include new Bristol Bay Sockeye Salmon GIFs and influencer partnerships with over 800K combined reach that will feature salmon cooking content all summer long!

Bristol Bay Sockeye’s Taste Wild Sockeye

In January of 2023, we launched part one of our Taste Wild Sockeye campaign to ramp up marketing efforts focused on moving the 2022 catch. Social media influencers will feature approachable and delicious recipes while sharing the health benefits and delicious flavor of wild Bristol Bay Sockeye Salmon. Keep an eye out as more how-to videos and positive messaging from other acclaimed food experts roll out this winter. 

Bristol Bay Media Library

The library houses BBRSDA digital assets including logos, area maps, food photography, campaign assets, and fishery photos for use by our direct marketers and retail partners. Direct marketers and retail partners can download assets (free of charge) for use on websites, social media, promotional materials and more. (HERE)

Updated Direct Marketer Point Of Sale Order Form & Wholesale Inquiry Form

We are constantly updating print and digital material for Direct Marketers to use (HERE). There is also an additional Wholesale Inquiry Form for people inquiring on Bristol Bay Sockeye Salmon suppliers (HERE).

Salmon Cooking Guide

With the challenges of executing an in-person video/photo shoot during the pandemic, we embraced the increasingly popular DIY approach of video content creation. We worked with influencers to develop content within the comfort of their homes and transformed their video content into approachable cooking videos. The informal and attainable aesthetic resonates with audiences who are increasingly cooking seafood at home. These videos are a cornerstone of the Salmon Cooking Guide. They are also featured on the BBSS YouTube channel (HERE).

Direct Marketing Manual for Fishermen

Whether you are just getting started or want to revisit an element of your business, the Alaska Sea Grant’s fifth edition ​Fishermen’s Direct Marketer Handbook​ is a wealth of information. It was published in 2018 to help and assist Alaska fishermen market their fish.