A US marketing campaign touting the “healthy halo” effect of seafood in a time where consumers have been roiled by COVID-19 has proven more successful than other seafood marketing initiatives, say its creators.

The Eat Seafood America! (ESA) pilot campaign that launched in the fall of 2021 has reached 4 million households and outperformed benchmark campaigns, according to the Seafood Nutrition Partnership (SNP), organizers of the marketing effort.