The State of Texas is well known for it's beef and BBQ. How can Texas Gulf Seafood compete? Hahn developed a consumer awareness campaign on behalf of the Texas Department of Agriculture to promote four Texas Gulf seafood commodities – shrimp, blue crab, oysters and finfish – to general seafood consumers across the state. This included the delivery of brand concepts, logo, tagline, advertising and website with a goal to educate consumers while driving traffic to txgulfseafood.com.

Hahn engaged team members and conducted research to determine the target audience in Texas along with the top motivators for consumers when purchasing seafood. Following this, Hahn developed a campaign that reached the target audience by helping them to associate Texas Gulf seafood with quality and freshness and ensuring that when they’re making seafood purchasing decisions – whether retail or in restaurant – they’re prioritizing Texas Gulf seafood. The brand concept, “Fresh Outta Texas,” spoke to the target audience, included the key attribute important to them when choosing seafood while instilling a sense of Texas pride through imagery and copywriting.

After reviewing all deliverables, the client has shared positive feedback including mention that “these ads look great.” In total, Hahn has designed four two-page print ads representative of each Texas Gulf seafood commodity – shrimp, blue crap, oysters and finfish. Just recently, a print ad has been published in Texas Monthly which has received nearly 70 QR code scans leading consumers to txgulfseafood.com. The campaign extends into several publications, such as Texas Highways, the AAA Travel Guide and more.