How Wild Alaskan Seafood Surfed the Pandemic Wave

Wild Alaskan Company, a direct-to-consumer service that delivers sustainable seafood to more than 145,000 members across the country, is 100 percent digital with ads and outreach. Steph Hoppe, VP of Marketing, Wild Alaskan, explains her company’s recipe for surviving – and thriving – during the pandemic.
 
How has the pandemic altered your ad spending?
The pandemic changed everything, especially the advertising landscape. Many companies slashed or simply stopped advertising because their supply chains were disrupted. They didn’t have supply. Wild Alaskan, with an abundant, USA-based supply chain, was able to increase its ad budgets. With less competition for ad space, cost of acquisition plummeted while membership skyrocketed.
 
What has the company learned from this experience?
Redundancy is key. Wild Alaskan was able to grow during these difficult times because we had multiple sources for sustainably-caught seafood, multiple fulfillment centers, and multiple delivery networks. The redundancy in our supply chain meant that we could drive advertising and meet the rising demand when others couldn’t. That’s a successful recipe.
 
FedEx recently featured Wild Alaskan in a digital ad.
Yes. It tells the story of our company – bringing a family tradition of enjoying wild-caught seafood to families and members across the country. We were thrilled.
 
Why does Wild Alaskan run digital-only campaigns?
We believe digital campaigns are the most effective way for us to introduce Alaska’s healthy, sustainable seafood to families across the country. It’s targeted. It’s measurable. It’s seafood-forward.

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