A trio of accomplished research, brand management and food promotion agencies will work together to rebuild the nationwide and global image of the Louisiana seafood industry as a result of the 2010 BP oil spill in the Gulf of Mexico.
Ewell Smith, executive director of the Louisiana Seafood Promotion & Marketing Board, said leaders of his organization have chosen New Orleans-headquartered GCR & Associates as lead agency, teaming with the Graham Group, based in Lafayette, Louisiana; and The Food Group in New York.
Smith notes that all three agencies have long-time ties with Louisiana. The Food Group, for example, has represented the Tabasco brand for many years.
After a Board meeting on Monday, May 9, where selections were finalized, Smith said, “We’ve put together a package that will not only help us provide the deliverables and promote LA seafood, but also will provide us the transparency and accountability to make sure we’re doing our job right.”
The Louisiana Seafood Board received 35 responses to its March request for proposals (RFP) from many of the nation’s largest public relations, branding, advertising and marketing agencies. Final selection was made through an extensive evaluation process, including exhibiting “a genuine and demonstrated passion to work to help our brand,” commented Board Chairman Harlon Pearce.
“We know that the image of Louisiana seafood was significantly damaged by the Gulf Oil Spill disaster and we are thankful that BP provided us with the necessary funding to begin to rebuild our brand, said Pearce. “We look forward to working with these groups to regain lost market share and bring Louisiana seafood to new markets.”
GCR & Associates is widely known for its research, strategic consulting services and extensive experience, contacts and credentials in working with the state of Louisiana. For more than 40 years, The Food Group has developed advertising and marketing outreach for some of the world’s best-known food companies. And, the Graham Group has crafted attention-getting brand promotion programs for clients from Louisiana to Europe.