Armed with the insight that consumers love social media holidays, Chicken of the Sea created a holiday for America’s favorite fish! Now October 8th has been declared National Salmon Day as of 2015.

To celebrate National Salmon Day, we launched an engagement campaign that painted the town pink with a sweepstakes, featured content from popular food and lifestyle bloggers, social media, PR/events, and eCRM.

Think Pink!

The “30 Days of Salmon” sweepstakes was launched in the month leading up to the holiday. Thousands of social media fans shared different ways to #PinkUpYourLunch to win weekly prizes. Plus, content created by popular food and lifestyle bloggers promoted Chicken of the Sea salmon products, generating over 5M impressions for the brand. We even launched a Twitter party hosted by key influencers where thousands of coupons and pink prizes were given away to lucky guests. #NationalSalmonDay and #PinkUpYourLunch enjoyed the coveted trending topic status during the party, reaching over 550,000 Twitter accounts and generating 8.6 million impressions!

…And Beyond

With all the upstream momentum, the mayors of Chicago and San Diego officially proclaimed October 8th to be National Salmon Day in 2015. Chicken of the Sea and its newly created holiday earned 70 million media impressions, including coverage in the online edition of Food & Wine. And during the promotion, traffic to Chicken of the Sea’s salmon microsite increased 24%.

After generating over 85 million cross-channel impressions, the #NationalSalmonDay holiday was added to CHASE’s Official Calendar of Events for 2016. With the celebration this year, it’s hard to deny that Chicken of the Sea Salmon is really going places!