The Challenge
Imported, farm-raised shrimp – primarily from overseas – had become visually indistinguishable from Texas wild-caught shrimp at grocery stores and on restaurant menus. Despite strong consumer interest in local and high-quality food, purchase decisions were largely driven by price due to a lack of clear differentiation at the point of choice.
For the Texas shrimp industry, this erosion of perceived value threatened not only sales, but long-term economic viability for coastal communities. The challenge was to cut through a crowded, price-driven marketplace and reframe Wild Caught Texas Shrimp as a premium, pride-worthy choice rooted in quality, traceability, and Texas identity.
Solution
Hahn launched a two-year, research-driven integrated campaign anchored by “Caught here. Not brought here.” to clearly differentiate Wild Caught Texas Shrimp through education, pride of origin, and omnichannel storytelling.
Primary Objective
Secondary Objectives
Measurement of Success
Strategy (The Approach)
Research revealed a critical insight: while Texans value local products, most could not confidently identify where their shrimp came from or why it mattered. At the same time, restaurant menus often failed to specify shrimp origin, removing another opportunity for informed choice.
The strategy focused on differentiation through origin. By clearly and repeatedly answering questions like Where did your shrimp come from? How far did it travel? How long did it take to get here?, the campaign reframed shrimp from a commodity into a story of place, quality and pride.
A fully integrated, education-forward approach ensured consistent messaging across paid media, earned media, influencer partnerships, digital platforms, and point-of-purchase environments—reaching both consumers and trade audiences with the same unmistakable signal: Texas shrimp is different.
Solution (What We Did)
At the center of the campaign was the tagline “Caught here. Not brought here.”, serving as both a rallying cry and a clear point of differentiation.
Hahn delivered an omnichannel campaign that included:
The creative contrasted wild-caught Texas shrimp with imported alternatives, using simple, provocative questions and visuals to make origin impossible to ignore.
Results & Impact
Performance Metrics:
Brand & Behavioral Impact:
Measurement Framework:
Overall, the campaign demonstrates how research-driven strategy and integrated execution can elevate a local industry, shift consumer perception, and build long-term value beyond price.
