Although the Dietary Guidelines for Americans are to eat seafood at least twice a week, studies indicated that we’re simply not following suit. In response, the National Fisheries Institute set out to grow the number of people who abide by the USDGA seafood-eating recommendations through a compelling digital communications initiative -- cleverly named “Dish on Fish.”

Dish on Fish set out to become the online authority in seafood by growing a web presence, engaging new consumers and providing inspiration for people to enjoy seafood both at and away from home. The campaign, developed by Butin PR, centered around a blog written in the friendly, knowledgeable voice of Rima Kleiner, RD. The blog content was then supported via PR, social media (Facebook, Pinterest, Twitter, Instagram), Google Adwords campaigns, videos, enewsletter distribution, as well as nutritionist, chef and food blogger partnerships.

Today, Dish on Fish is the undisputed #1 online seafood influencer in the U.S. For five years in a row now, it has ranked #1 on Feedspot’s “Best Seafood Blogs and Websites” list, curated from thousands of online resources and ranked by traffic, social media followers, domain authority and appeal. The campaign won PR News’ Platinum PR Award in the Blog category (besting Microsoft’s blog), received the prestigious Public Relations Society of America’s Bronze Anvil award, and a PR Daily PR & Social Media award.

The six year ROI has yielded 1.2 billion blog and social media impressions, $10.6 million in total publicity value and a 14:1 ROI. We’re thrilled to say this effort has definitely helped encourage Americans to eat more seafood!