Global Shrimp Council Launches “Happy Protein” Campaign in Europe
Happy Protein Campaign Rolled Out
The Global Shrimp Council (GSC) has announced a significant expansion of its “Happy Protein Campaign” into Europe, specifically targeting France and Spain. This follows a successful debut in the United States at the SENA Boston Seafood Show in March 2025.
Campaign Details
The rollout in France and Spain is set to commence in June 2025, with a comprehensive digital strategy that leverages influencers alongside the Council’s social media platforms. This initiative aims to promote shrimp as a healthy and widely-recognized protein choice.
Official Announcement
This major announcement was made at the Seafood Expo Global in Barcelona last week, symbolizing a crucial step in GSC’s mission to elevate shrimp’s profile globally. The campaign’s unanimous approval by the Board of Directors was celebrated by co-founders David Castro and Gabriel Luna.
“We are truly thrilled to see the campaign going global,” stated Castro, reflecting the excitement surrounding the initiative. Luna also expressed gratitude to the original 44 founding members, while welcoming 25 new international members from diverse sectors, including producers and exporters.
Industry Support
Lisa W. Pickard, President and CEO of the National Fisheries Institute, emphasized the importance of collaboration in the industry, stating, “A unified industry is the best approach to navigate today’s market and its uncertainties.” She reiterated that this global campaign aims to empower the collective shrimp industry.
Goals and Vision
The European launch will strengthen ongoing efforts in the U.S., positioning shrimp as a primary healthy protein choice. The GSC aims to unite stakeholders across the shrimp value chain, irrespective of origin, species, or production method, under a single cohesive brand.
Through impactful marketing endeavors, the Council is dedicated to enhancing shrimp consumption and appreciation worldwide.
About the Global Shrimp Council
The Global Shrimp Council (GSC) is an independent, international non-profit organization established in Washington D.C. with support from the National Fisheries Institute (NFI) and the Global Shrimp Forum (GSF). The Council’s mission focuses on elevating shrimp as a healthy protein option through targeted consumer education.
About the Happy Protein Campaign
The “Global Shrimp: The Happy Protein” campaign celebrates shrimp as a delicious and health-conscious protein that adds joy to every meal. Officially unveiled at the Global Shrimp Forum in Utrecht, Netherlands, in 2024, the campaign’s marketing strategy is underpinned by over 800 interviews and thorough analyses of consumer trends in the USA.
