Fan Mail for my Alaska Salmon Sticker Ad

Posted by Alexandra Watkins on November 11, 2005

As you may know, I concepted the “peel off sticker” ad for Wild Alaska Salmon with Katie Rueter of Schiedermayer & Associates. The client just forwarded us a gushing email from UC Berkeley graduate who prides herself on being “somewhat impervious to advertisements.” Her letter proved my theory that people actually would put the stickers on their shopping lists to remind them to buy Alaska Salmon…

From: Sarah Lash
Sent: Sunday, November 06, 2005 7:34 AM
Subject: Salmon advertisement


I am writing in regards to your recent Wild Alaska Salmon advertisements (found in Bon Apetit magazine).

Aside from being an aficionado of good salmon, and fine food in general, I am a UC Berkeley graduate, living in Indiana, pursuing a doctoral degree in the social sciences. As such, I am acutely aware of marketing strategies, and pride myself at being somewhat impervious to advertisements.

Imagine my surprise, then, when I found myself completely taken with your latest ad!

I am writing to let you know that the run of ads featuring a sticker sheet of Salmons (to be put on the shopping list) with salmon facts underneath is ENTIRELY effective–even on me! I know this was likely a costly ad to run, so I thought you might appreciate the feedback. I have now TWO sheets of the salmon stickers, posted to my billboard next to my shopping list. The clever ad has resulted in no fewer than four occasions on which I was compiling a shopping list, and was inspired to add salmon to the list thanks to the sheet of stickers.

As I said, I am well aware of being manipulated by the advertisement…but the stickers are just so fun and clever, that I can’t seem to make myself care!

Anyway, I just thought that you might want to know that the campaign is working, at least on one person. 🙂

-Sarah Lash
Bloomington, Indiana
In case you are wondering, neither Katie or myself know this woman. 😉

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