How a Statewide Creative Movement Changed How Texans Buy Shrimp

The Challenge

Imported, farm-raised shrimp had become visually indistinguishable from Texas wild-caught shrimp at grocery stores and on restaurant menus. Despite Texans valuing local food, most consumers couldn’t confidently identify where their shrimp came from. Purchase decisions defaulted to price.

For Texas shrimpers, this wasn’t just a branding issue. It threatened long-term economic sustainability for coastal communities. Wild Caught Texas Shrimp needed to stand apart in a crowded, price-driven marketplace and reclaim its value.

The Solution

Hahn launched a two-year, research-driven integrated campaign anchored by one unmistakable line: “Caught here. Not brought here.”

The platform turned shrimp from a commodity into a story of origin, pride, and traceability. Through omnichannel storytelling, paid media, influencer partnerships, PR, and a refreshed website experience, the campaign made one thing clear: Texas shrimp is different — and that difference matters.

When Price Becomes the Only Decision Driver

Research revealed a critical gap. Texans care about buying local, but most didn’t know where their shrimp came from or why it mattered. Restaurant menus rarely specified origin, removing another opportunity for informed choice.

Without clear differentiation, imported shrimp won on cost alone. The campaign had to shift the conversation from price to provenance.

Turning Origin Into a Competitive Advantage

“Caught here. Not brought here.” became both rallying cry and filter. Every touchpoint reinforced a simple question: Where did your shrimp come from?

Creative executions contrasted wild-caught Texas shrimp with imported alternatives using bold visuals and provocative messaging. From print and digital ads to streaming video and point-of-purchase materials, origin was impossible to ignore.

Educating Consumers at Every Step

The campaign introduced “Path to Plate” storytelling, highlighting traceability and freshness from Gulf waters to Texas tables. Messaging answered the questions consumers weren’t asking — yet.

A redesigned website experience deepened engagement, educating visitors while guiding them toward recipes, retailer information, and brand advocacy. Digital media and programmatic placements ensured consistent reinforcement across channels.

Results

Awareness Up. Differentiation Clear. Industry Elevated.

The campaign delivered 94.4 million impressions, exceeding its goal by 14.4 percent. More than 106,000 users were driven to WildCaughtTXShrimp.com, and influencer activations generated 38,500 Meta engagements.

Beyond performance metrics, the campaign shifted perception. Consumers became more aware of shrimp origin and traceability. Foodservice stakeholders leaned in. Industry leaders and state representatives praised the work and its impact.

By transforming origin into a point of pride, Wild Caught Texas Shrimp moved beyond price — and built long-term value for a Texas industry that depends on it.