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NFI shrimp council teams with food blogger for four-season promotion

Marketing partnership includes blog posts, videos.

The National Fisheries Institute’s (NFI) Shrimp Council said Monday it is extending its partnership with the online food blogger of 'Damn Delicious' and cookbook author Chungah Rhee.

Rhee is creating and posting shrimp-focused videos and blog posts encouraging consumers to eat more shrimp at home and in restaurants.

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NFI Senior Director of Communications and Advocacy Brandon Phillips said the organization has worked with the blog site for several years.

"The 2017 partnership with Rhee focuses on four key selling seasons: Lent, summer grilling, football tailgating, and the holidays," said the council.

"For each season, Rhee has agreed to create an original shrimp recipe for posting on her Damn Delicious blog and amplifying via her social media channels."

The first post was in March for Lent and received more than 198,000 views: Shrimp Pasta with Tomato Basil Cream Sauce. Rhee will produce four shrimp recipe videos for her YouTube and Instagram channels starting this May.

“Short, playful recipe videos currently are dominating the online space, and the shrimp council sees our partnership with a powerful online influencer such as Chungah as an opportunity to capitalize on this trend and keep shrimp top of mind with consumers,” Phillips said.

"The idea is to connect with an extensive audience of engaged consumers who are looking for mealtime inspiration, whether they plan to cook at home or dine out.”

NFI shrimp council members include: Censea, Devi Seafood, Eastern Fish Company, Great American Seafood Import Co., H&N Group, King & Prince Seafood, Mazzetta Company, Rich Products Corporation and Sea Port Products.


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