Primewaters Seafood is a new brand to the frozen seafood category, and wanted a way to address a major consumer concern when buying frozen seafood; ‘freshness’ of the product. So Primewaters did something big, created a tracking system that empowered consumers to trace their food back to the farm the it was grown in. I created a campaign based around the idea of being able to “Taste the Trace” by transporting the consumer to the original area the seafood was grown in, immersing them in the culture and flavor.

This campaign was chosen as the winner, not only by Cargill®, but also by the professor of the course, Mark Jenson, as the highest rated campaign and presentation.