Task: Develop a campaign pitch for Copper River Salmon that will boost brand awareness and solve their lack of brand identity. This full-scale campaign was created by honing in on the glory of the great Pacific Northwest and the brand's homegrown, authentic roots. We established a three tier approach- The Initial Hook, The Engaging Line, and The Final Sink- to interact with our "tasteful trendsetters" from a number of different angles. In total, this campaign reaches more than 1.6 million people at just 4 cents per impression.