Copper River Salmon
Something's fishy when a premium brand seen as the pinnacle of salmon by seafood connoisseurs is struggling for exposure. Through the UO Advertising Program and Copper River Salmon Marketing we created a campaign to make the start of the CRS season a calendar point in the minds of millennials.
In each city, a local artist or art student will be commissioned to paint a large mural in high traffic areas. Each mural will be personalized for each city, and will pull elements from Copper River’s values of sustainable rarity and celebration of salmon as a natural resource.
One hundred Individual invitations will be sent out in each city to select Tastemakers, inviting them to attend an exclusive event while creating a positive first impression of the brand in their minds.
For one night only Copper River will create a pop-up restaurant in each city, embodying the rare and premium nature of the fish through the event and venue. There, the 100 invitees and their plus-ones can eat, drink, mingle, and share with their extensive following their personal experience with the brand.
The site will provide information about the brand and events for invited Tastemakers and millennials as a whole. It will also curate a gallery of links to select Tastemaker's social media accounts, creating a unique cultural and social network associated with the Copper River Salmon brand that Millennials will migrate to. Click here to see the site live.