A global gathering to shape the future of shrimp
From September 2nd to 4th, we convened at the Van der Valk Hotel in Utrecht for the fourth Global Shrimp Forum, the leading event dedicated to the shrimp industry.
Over 580 leaders and experts joined forces to exchange ideas, share innovation, and discuss the challenges and opportunities ahead.
This inspiring edition reminded us of the importance of collaboration and sustainability as we continue to grow shrimp’s role in global cuisine.
United States - bold storytelling and star partnerships
Last month, our content generated 4,150,421 impressions and over 40,000 interactions across Instagram and Facebook, reinforcing shrimp’s reputation as the preferred protein in the US. Millions engaged with our messaging, underscoring the continued success of our strategy in driving awareness, engagement, and affinity for shrimp among US consumers.
Our Target Audience
We’re focusing on health-conscious foodies, wellness-minded families, social entertainers, and connected millennials in the US. These audiences value fresh, nutritious, and flavorful meals that fit active lifestyles. By positioning shrimp as a versatile, high-protein, and sustainable choice, our content inspires healthy eating, creative cooking, and lasting brand connection.
Why it matters
This strong performance highlights shrimp’s growing influence in the competitive protein market. Consistent visibility and engagement are not only expanding consumer awareness but also shaping long-term loyalty and purchase behavior, key drivers of sustained growth and category leadership.
In the U.S., momentum keeps building thanks to Chef Kristianne Uy (@chefKLA – 377K), a dynamic celebrity chef known for her modern, glamorous approach to food.
Her two recent collaborations, Shrimp Ceviche and Marry Me Shrimp, generated over 27,000 engagements combined, with audiences praising her approachable and flavorful take on shrimp.
The U.S. audience is growing rapidly, now leading in followers, engagement, and reach. Building on this success, upcoming co-branded content with Chef K is being planned to further elevate shrimp’s image as both trendy and accessible.
Labubu Giveaway - playfulness meets engagement
This month’s Labubu giveaway captured the community’s imagination.
By inviting followers to share their favorite shrimp dishes for a chance to win the collectible, we created a lighthearted, cross-market campaign that sparked strong interaction across all regions.
The initiative reminded us that play and emotion are powerful tools to connect audiences to our brand in a fun, organic way.
Interactive Stories - making learning fun
Our Instagram community continues to grow, thanks to interactive content formats that turn education into entertainment.
The “Fact or Fishy” quiz series, where followers test their shrimp knowledge through playful questions, has quickly become one of the most engaging content types across all markets.
These polls, games, and mini-challenges encourage participation and boost visibility, helping us keep audiences both informed and entertained while reinforcing shrimp’s image as the “Happy Protein.”
France - authentic, local, and relatable
Our France campaign continues to gain momentum, with engagement rising steadily across Instagram and Facebook. The best-performing content has been simple, relatable, and true to everyday French life, from back-to-school “bento” moments to easy shrimp recipes for families.
October will mark the launch of our first influencer collaborations in France:
- Lou (@louloukitchen – 2M), a popular food and lifestyle creator known for her balanced, modern recipes that blend health and indulgence.
- Johanna Sansano (@joannasansano – 63.5K), a culinary voice who celebrates comfort and creativity in the kitchen.
Both creators will produce exclusive recipe videos in October, taking followers through their own shrimp-inspired stories, from the market to the table, showing how shrimp fits effortlessly into the French culinary lifestyle.
Our next phase will also include street interviews and localized editorial content, continuing to build connection and authenticity with French audiences.
October’s strategy focuses on local storytelling, including street interviews and lifestyle-focused posts designed to make shrimp a natural part of daily French cooking.
Spain - fun, creativity, and cultural connection
Spain’s content continues to charm audiences with its playful tone and local flavor.
Our collaboration with Sabi Sanseverino (@cookingconelsabi – 313K) has been a key driver of engagement, blending humor, practicality, and originality in dishes like shrimp risotto and mango-cheese shrimp wraps.
We’re also expanding our creative partnerships by collaborating with Juan Llorca (@juanllorca – 475K), whose focus on balanced, family-friendly cooking perfectly complements our vision of accessible, wholesome shrimp recipes.
Spanish followers particularly respond to content that combines usefulness and surprise, posts about lunchboxes, easy weekday meals, and casual get-togethers are driving high interaction.
As we head into autumn, the focus will remain on relatable, feel-good cooking moments that reflect Spain’s everyday culture.
Currently, the team is producing a new video for the ongoing campaign, designed to bring shrimp to life in a fresh, cinematic way, reinforcing its place in modern Spanish kitchens and social moments.
(still in progress)
Looking ahead - sharing the shrimp story worldwide
Following the success of the Global Shrimp Forum, we’re entering this new season with renewed energy and a stronger international presence.
Our next wave of campaigns will continue to blend cultural insight, influencer creativity, and industry leadership, ensuring shrimp remains not only a delicious ingredient, but a global symbol of innovation, connection, and joy.
