1. Alaska Seafood Marketing Institute
All Hands Meeting
October 25, 2016
Domestic Marketing
• Retail

2. ASMI’S RETAIL PROGRAM Retail Goals FY2016 Wrap Up FY2017 Initiatives
and Activities

3. RETAIL PROGRAM GOALS
Develop partnerships and promotions with retailers in order to identify Alaska seafood products at the point-of-purchase.
Expand usage and branding of wild Alaska seafood with target retail accounts.

4. Fy2016 WRAp Up: Additional COOK IT FROZEN! demos:
Added a second wave of demos in May with 3 Kroger divisions: Texas, Atlanta and Mid-Atlantic
Co-op with The Wine Group for a total of 117 demos
Frozen Alaska salmon and cod featured
A second round of demos featuring frozen Alaska cod at Earth Fare in June
Refreshed Alaska cod was demoed at 154 The Fresh Market stores in June

5. Fy2016 WRAp Up: 3700 frozen Sockeye salmon demos at Publix in June
925 demos for hours/day
Product and recipe included in Publix ad flyer (9 million printed)
Recipe posted online and in Publix social channels
Facebook: 1,000+ likes
Pinterest: 12,670 pins and 1,657 likes

6. Lent/Post-lent cook it frozen! demo summary:
5,375 demos in 16 retail chains across the U.S., February through June 2016
$35.89 average cost per demo
28% average price reduction
40.1% average total lift for all stores

7. National co-op with smwe
In June, we fielded ASMI’s 4th annual co-op promotion with Ste. Michelle Wine Estates
Top 10 retailers:
Publix
WalMart
Kroger + Harris-Teeter
Woodman’s/Certco
Winn-Dixie
Target
Albertsons/Safeway
Roundy’s
The Fresh Market
Hy-Vee
Total participation to date:
25 retailers, representing 19,343 stores

8. publix
Frozen salmon demos in June led straight into the national co-op promotion with SMWE and Publix’s annual Alaska Sockeye promotion:
70% display execution by SMWE
SMWE wine ad June 30
July 14 and July 21: two-week flex ad with SMWE and Alaska salmon
SMWE funded 300 wine tastings 7/16 and 7/23
Publix funded 3,700 fresh Sockeye demos
SMWE funded three Aprons Cooking Schools in August featuring Alaska Sockeye salmon and Bairdi crab
Publix funded 3,700 fresh Keta salmon demos in August

10. New initiatives: Expanded outreach to retail
Strengthened relationship with WalMart leads to fresh overwrap program for wild Alaska salmon
Farmed salmon suppliers asked to purchase/pack wild Alaska Sockeye for nationwide distribution
Overwrap includes ASMI on-pack (logo and recipe)
Led to on-pack opportunities for Bristol Bay RSDA and Arctic Circle Wild Salmon brand

11. New initiatives: expanded outreach to retail
Nationwide demo program for fresh Alaska Sockeye salmon at SAM’s Club, June/July
Custom case sign for Albertsons/Safeway in use at six divisions

12. New initiatives: online retailers and meal delivery retailers
Conducted two activations with Fresh Direct over the summer:
Late June through 4th of July
July 21 through August 4
Another activation is planned during Lent
Outreach to Blue Apron and Hello Fresh

13. New initiatives: more co-op promotions
ALASKAN BREWING COMPANY
Secured a co-op promotion in Texas, July through mid-August
H.E.B.
Sprouts
A holiday promotion in Texas is underway featuring Alaska crab
An Alaska fish taco co-op is planned Lent/Post-Lent

14. COOK IT FROZEN! Demos, October 2016
Demos currently underway:
Kroger – 7 divisions, Alaska Sockeye and cod
Mid-Atlantic
Atlanta
Texas
Arizona
Harris-Teeter
QFC
Fred Meyer
H.E.B. – Alaska cod
Hy-Vee – Alaska cod
Schnucks – Alaska Sockeye & cod
TOTAL: 961 COOK IT FROZEN! demos
in 9 retail chains

15. Follow-up from last year’s meeting:
Costco Connections magazine ads
Canada
Outreach to Loblaw’s and Sobeys; both are currently reviewing salmon and crab point-of-sale; custom POS is likely
Alaska pollock promotions
Conducting in-store demos at Winco Foods
Working on an Alaska fish taco promotion with Frontera Key Lime Cilantro Taco Skillet Sauce during Lent which will involve custom shippers supplied to all demo locations
Alaska canned salmon
Included as part of the FEED YOUR FITNESS with Alaska Seafood program
Sampled Alaska Salmon Salad Sandwiches at the Academy of Nutrition & Dietetics Food & Nutrition Conference & Expo (FNCE)

16. Thank you!