Project Description

Vulcan Smart Catch

The Task:
Encourage Seattle foodies to look for the Smart Catch label when dining out, to spotlight restaurants that serve seafood fished or farmed in environmentally responsible ways. Currently, 90 percent of the world’s fisheries are either fully fished or overfished, making marine life preservation to ensure stable fishing stocks more important than ever.

The Idea:
Leveraging the popularity of “pop-up” restaurants, C+C executed a 4-night series of pop-up dinners in the scenic Olympic Sculpture Park featuring nine of Seattle’s most well-known chefs who created dishes utilizing sustainable seafood species. The program launch was also supported by an outdoor and radio ad campaign, a social media campaign, and local media outreach on the importance of sustainable seafood.

The Result:
All four pop-ups sold out in mere minutes. 82 earned media placements with a publicity value of more than $600,000. More than 9 million impressions from the advertising and social media campaigns combined.