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H-E-B Experiences Double-Digit Sales Surge Through SNP's "Fall in Love with Seafood" Campaign

Based in San Antonio, Texas, U.S.A., the grocery chain H-E-B has recently concluded a fruitful trial of its partnership with the Seafood Nutrition Partnership's (SNP) "Fall in Love with Seafood" initiative.

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H-E-B Experiences Double-Digit Sales Surge Through SNP's "Fall in Love with Seafood" Campaign
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H-E-B, headquartered in San Antonio, Texas, U.S.A., has reported a notable surge in sales following the successful trial of its collaboration with the Seafood Nutrition Partnership's (SNP) "Fall in Love with Seafood" campaign. During a joint panel with SNP at the Seafood Expo North America in Boston, Massachusetts, U.S.A., held on 12 March, the grocery chain disclosed a double-digit increase in sales for seafood products featured in the campaign across its 420 stores, compared to the previous 12 weeks. Additionally, H-E-B observed an 18 percent rise in seafood unit velocity, exceeding the national average by two and a half times, and achieved a 6.2 percent gain in U.S. seafood category share during the January campaign. Remarkably, for every USD 1.00 (EUR 0.92) invested in the campaign, H-E-B generated USD 4.24 (EUR 3.88) in additional seafood sales.
According to SNP Vice President of Marketing and Communications, Sarah Crowley, the "Fall in Love with Seafood" campaign garnered significant visibility, reaching approximately 20 million individuals in the H-E-B trade area throughout January.
Expressing enthusiasm for the campaign's success, H-E-B Seafood Vice President Jason Driskill emphasized its effectiveness in capturing consumers' attention in today's competitive marketing landscape. Driskill highlighted the importance of promoting seafood as a nutritious and easy-to-cook option, aiming to encourage more Americans to incorporate it into their diets.
The creative campaign featured enticing seafood dishes paired with engaging headlines, distributed across various digital platforms and in-store signage, as detailed by Crowley. H-E-B supplemented the campaign with savings and deals on a variety of seafood items, including rainbow trout fillets, Atlantic salmon, frozen salmon portions, tilapia, shrimp, sushi, poke bowls, and more.
This collaborative effort builds upon a successful smaller campaign conducted in 2023, demonstrating the potential for such initiatives to drive sales for both retailers and supporting suppliers, as highlighted by H-E-B Vice President of Seafood, Jason Driskill.
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