• by Sarah Mahoney , Staff Writer, July 25, 2025

Forget grams of protein. Wild Planet’s new campaign is selling escape — and maybe a better version of you.

The “Go Wild” effort taps into something deeper than dietary trends: a longing to flee the noise and reconnect with nature. It’s a big swing for a canned seafood brand — and a clever way to stake out emotional ground in an increasingly crowded protein aisle.

At the heart of the campaign is a contest offering one winner and three guests a four-day adventure through Washington’s San Juan Islands. They’ll sail on a 55-foot yacht, kayak through hidden coves, hike wildflower-strewn meadows, and dine on wild-caught meals prepared by a private chef. To enter, participants must submit a short essay and photo explaining why they need to “rewild.”

Research into hustle culture’s toll helped shape the campaign, says Clint Mickel, vice president of marketing at Wild Planet. Forty-three percent of American adults say they feel more anxious than they did a year ago.

“We believe consumers today are looking for more than just nutritional information,” Mickel says via email. “They’re looking for brands that reflect their values and aspirations. We’re not just marketing sustainable seafood. We want to connect with consumers on a deeper, emotional level — to inspire action and give them a more tangible way to connect with the Wild Planet brand.”

A second wave of the campaign rolls out later this month, including a video series distributed via streaming, podcasts, retail, social, and influencer channels. The creative continues to push the benefits of nature, not just for the planet, but for personal mental health.

“This approach is deeply rooted in who we are as a brand,” says Mickel. “Wild Planet was founded with a commitment to sustainability and respect for the natural world, and our consumers share that appreciation. ‘Go Wild’ is a call to reconnect — with nature, with adventure, and with the untamed essence of life itself.”

Founded in McKinleyville, California, Wild Planet was reportedly the first large-scale U.S. brand to focus on sustainably caught canned seafood. Now owned by Italian conglomerate Bolton Group, it partners with small-scale and community fishermen using low-impact practices such as pole-and-line and selective harvesting. It’s earned consistent recognition from Greenpeace for its fishing practices.

While the sweepstakes may draw the most attention, Mickel says the deeper goal is to spark long-term loyalty. “Ultimately, we’re focused on building emotional resonance and brand consideration that goes well beyond a single purchase.”