Division of Marine Fisheries

Promoting Massachusetts-caught seafood to support local fishermen

Project overview

The Massachusetts Division of Marine Fisheries is concerned with overseeing the state’s saltwater fisheries, whether commercial or recreational. DMF encourages all consumers across MA to choose locally-caught seafood when possible. This support directly benefits local fishermen and fishing industries.

Initially, DMF needed help branding their Seafood Marketing Program and chose Shields SGF to help. Additionally, they needed marketing support with their subsequent awareness campaigns to get the word out about locally-caught seafood and seasonal availability.

Division of Marine Fisheries banner image


Shields SGF developed a comprehensive and attractive look for the brand that would be enticing to consumers. Bold lettering delivers DMF’s message in a confident and simple voice. When paired with strong colors and beautiful photography, viewers focus on what’s important – delicious, local seafood!

In the following outreach, Shields developed seasonal campaigns that could reach the public through billboards, brochures, social media, radio spots, video and trade show booth graphics.

Shields SGF was also able to pivot messaging as necessary as fish sales shifted due to the COVID-19 pandemic. Instead of restaurants, consumers instead needed to look for locally-caught seafood in their local markets. The “Support Your Health and Our Fishermen” campaign successfully educated MA seafood enjoyers across the state about this important change.


These branding and outreach programs have been successfully raising awareness of DMF’s important messaging. We’ve seen web and social media metrics that support this. More importantly, however, we’ve heard from the public and the fishmen themselves that these campaigns have made an impact!

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